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  
March 4, 2011

Packaged Foods A Goldmine For Fresh Produce Branding Ideas

I love grocery stores. It’s a sick addiction, I admit, but as a fresh produce marketer, I find the branding and packaging of grocery products so interesting. In fresh produce, our branding and on-pack message has often been limited to a PLU sticker smaller than a postage stamp. Makes it tough to be creative with a brand or message when there is no room! Hence why I envy packaged foods. Packaged food manufacturers treat every square speck of their package as a billboard to convey powerful “buy me” messages to shoppers. On a crowded shelf, these messages are often the