BXP - June 2018 - 25

25

shopper journeys diversifying more every

really is what's trending now," Lee says.

day, establishing brand awareness and

"Optimally, the story will be on the product

consistency is a much bigger battle than

itself, but if you're talking PoP, on the display

it was 10 or so years ago."

case or shipper, somewhere that is easy to
see."

Moreover, gone are the days of "stack
'em high and watch 'em fly." That's

Once a brand is established, Stordahl notes

why it's important to bring an

the messaging should be tailored to the

experience to life-letting shop-

experience.

pers have a sensorial connection
to a brand through touch, taste or

"Brands should be thinking like a shopper

even smell.

and tailoring their message to where they

"Shoppers are looking for curated

"Empathy goes a long way from brands in

are in their journey of the day," she says.
experiences, stories that fit into their

environments where shoppers are being

world," she shares. "Both brands

inundated with messages."

and retailers need to find new ways
to educate and/or excite. From

BRANDS IN ACTION

candy-colored waves of La Croix selt-

Jeff Camosci, vice president of marketing

zer when you walk into a Whole Foods

and sales, North America for Paragon Pet

to Sephora mascara endcaps, brands

Products, manufacturers of Whimzees dog

and retailers need to work together to

chews, notes PoP materials can help retailers

create an experience that is tailored to

educate consumers about their products as

what the shopper is looking for, rather

well as separate its product from the masses.

than whatever message the brand wants
to get out at the time."

"We offer our retail partners a variety of PoP
and on-shelf communication," he says. "The

For instance, a quick message testing with a small

goal of each display option is to clearly explain the

group of online consumers can be very illuminating in help-

benefits of oral health while highlighting our products'

ing to understand what shoppers want and help brands get

features and benefits in a Whimz-ical way that engage a

out of their own way from time to time.

pet-parent shopper inside the store."

"With any retail environment, you are looking to not only

Lee once served as design manager of Colgate and notes that

stand out from other competitors on the shelf but have a

in the past, the brand has leaned heavily on its brand recog-

point of differentiation," says Hakyun Lee, vice president

nition and the Colgate/Chevron banner was used very large

of Dot Matrix Design Group. "You want to have something

and prominent because it meant something to consumers.

different to say or else your brand or product could get lost
in the sea of products on the shelves."

"People just felt safe with the company," he says. "Where
Colgate is today, they are leaning toward making the Colgate

While loud graphics and colors can call attention to a prod-

name smaller on their packaging and relying on their sub

uct, Lee notes that sometimes the easiest way to stand out

-branding to be more front and center."

is not the best way. Just capturing the consumers' attention
is not enough, and there needs to be more to further explain

For example, on their optic white packaging, the optic white

the benefits of one's product over another.

is taking more of the front and center hierarchy, with the
Colgate/Chevron banner smaller behind it.

"Having something honest in the story behind your product

BXPMAGAZINE.COM


http://bxpmagazine.com

Table of Contents for the Digital Edition of BXP - June 2018

BXP - June 2018
Contents
Editor’s Letter
The Scene
Chief Experience Officer Series: Fresh Approach
Buzz-Worthy Health Care Innovation
Itching the Impulse
The Debate: Socially Conscious Marketing & Eco-Conscious Design
Brand Leaders & Rising Stars Retrospective
The Toolbox: Transparent & Glass Packaging
Ad Index
The List
BXP - June 2018 - Intro
BXP - June 2018 - BB1
BXP - June 2018 - BB2
BXP - June 2018 - BXP - June 2018
BXP - June 2018 - Cover2
BXP - June 2018 - 1
BXP - June 2018 - Contents
BXP - June 2018 - 3
BXP - June 2018 - 4
BXP - June 2018 - 5
BXP - June 2018 - Editor’s Letter
BXP - June 2018 - 7
BXP - June 2018 - The Scene
BXP - June 2018 - 9
BXP - June 2018 - Chief Experience Officer Series: Fresh Approach
BXP - June 2018 - 11
BXP - June 2018 - 12
BXP - June 2018 - 13
BXP - June 2018 - 14
BXP - June 2018 - 15
BXP - June 2018 - 16
BXP - June 2018 - 17
BXP - June 2018 - Buzz-Worthy Health Care Innovation
BXP - June 2018 - 19
BXP - June 2018 - 20
BXP - June 2018 - 21
BXP - June 2018 - 22
BXP - June 2018 - 23
BXP - June 2018 - Itching the Impulse
BXP - June 2018 - 25
BXP - June 2018 - 26
BXP - June 2018 - 27
BXP - June 2018 - The Debate: Socially Conscious Marketing & Eco-Conscious Design
BXP - June 2018 - 29
BXP - June 2018 - 30
BXP - June 2018 - 31
BXP - June 2018 - 32
BXP - June 2018 - 33
BXP - June 2018 - Brand Leaders & Rising Stars Retrospective
BXP - June 2018 - 35
BXP - June 2018 - 36
BXP - June 2018 - The Toolbox: Transparent & Glass Packaging
BXP - June 2018 - 38
BXP - June 2018 - 39
BXP - June 2018 - 40
BXP - June 2018 - 41
BXP - June 2018 - 42
BXP - June 2018 - Ad Index
BXP - June 2018 - The List
BXP - June 2018 - Cover3
BXP - June 2018 - Cover4
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