May 24, 2011

Kids Yogurt Provides Ideas for Marketing Fresh Produce to Children

My 24 May packaging tweet showed the back nutrition panel of a product called Vaalia kids vanilla yoghurt. This pack does a fantastic job of marketing its nutritional benefits in an easy, simple and ‘helpful friend’ tone. While it targets kids, it does a great job of talking to parents who are the purchase decision makers. Here is what I liked about their on-pack messaging. On the front, they’ve done several things really well. • There is a focus on Omega3 but with the link being the kid benefit of “for brain function and concentration.” Omega3 is big right now  
April 12, 2011

Retail Fresh Produce Strategy and the Need to Have a Plan

Tar and feather me for the following admission, but I am an ABBA fan from way back. As a result, one of my favourite movies is Mamma Mia. There is one scene in the movie where Meryl Streep’s character says, “Plan. What plan? Goodness knows I have no plan.” I can’t help but feel there is a similarity between that line and retail fresh produce strategy. I don’t mean to be critical of retail. I’ve never been a produce buyer or head of produce, so I am sure there are multiple challenges I am blissfully unaware of. However, one of  
March 30, 2011

A Seriously Good Product Name

If you are a regular follower of this “Persuasive Packaging. Bold Brands.” blog, you will know I am big on learning from grocery. I normally talk about what fresh produce and produce marketers can learn from cereal packaging and branding, but running a close second has got to be the water category. There is some very clever brand work and on-pack messaging being done in energy water. A few weeks ago, I wrote about the water, “function: Urban Detox”, their honed-in target marketing and their very effective on-pack messages. This week, I am writing about…wait for it…“Skinny Water”. In terms  
March 4, 2011

More Than Just Water… If You Believe The Hype!

Who would have thought 20 years ago, water would become a billion dollar category? Having just returned from the USA and seen it first hand, water is big business. The category is expanding beyond the initial offering of bottled spring water to a whole new category of value added, health waters. The range and choice is now mind boggling! In this blog, we feature and analyse the cool and clever packaging of water brand, function: Urban Detox, to see what we can learn. function: Urban Detox 1. Great name. For young city dwellers, Urban Detox has huge resonance. 2. The