Shopper Marketing - December 2013 - (Page 6)
SHOPPER MARKETING DECEMBER 2013
Sesame Street Refreshes its Packaging
Research leads brand to employ a cleaner, simpler look for licensed products
By Erika Flynn
Henschel Steinau Tests with Food Lion
Henschel Steinau's EZ Slide tray is in tests with Food
Lion stores. The merchandising tray organizes pouch
products on gondola shelving. The tray is sized to fit
round and square single-serve pouch packages for
brand and private-label items, such as baby food.
Chobani Picks Mars Advertising: Yogurt maker Chobani tapped Southfield, Mich.-based Mars Advertising
as its shopper marketing agency of record. Mars says
it will provide strategic planning, shopper insights and
creative development for the brand.
GNC Selects Dunnhumby: Health and wellness retailer GNC Holdings has contracted with dunnhumby,
Cincinnati, for customer engagement strategies. The
services cover GNC's more than 6,000 retail outlets
and online retail at GNC.com, including personalized
communication to shoppers online and offline.
Crossmark Acquires PromoWorks: Plano, Texasbased Crossmark added to its in-store engagement
services by acquiring the assets of in-store sampling
and demonstration firm PromoWorks, Schaumburg, Ill.
Julie Beck will head PromoWorks as general manager.
Market Track Acquires Competitrack: Retail analytics firm Market Track, Chicago, has acquired New Yorkbased Competitrack, a provider of product and image
advertising data across media channels including online display, social and mobile advertising.
Mars Advertising Adds Digital Creative Services:
Mars Advertising has partnered with digital creative firm
Nomadic Agency, Scottsdale, Ariz., on shopper-oriented
digital services such as brand websites, advertising-focused games, mobile apps and touch installation.
Send your solution provider news - new projects
and programs with brands and retailers -
NEW YORK - Sesame Workshop implemented a packaging refresh for all of its licensed Sesame Street consumer
products earlier this year. All packages across every product category now feature up-close images of the Muppets
characters' faces, while educational and developmental
information has been moved to the back of the packaging.
Working with New York-based agency Parham Santana, Sesame Workshop used existing research and conducted "Coffee Conversations"
with moms to gain more insight
into what they really want and
need for their children. The
agency also met with several of
Sesame Workshop's partners to
concerns and challenges, including the need to bring forth the
educational component that lives within the brand.
Based on its learnings, Sesame Workshop now uses
the tagline "Let's Grow!" on the back of most packaging.
"That is a setup to talk about the developmental, enrichment benefits of a particular product," says John Parham,
president/director of branding, Parham Santana. "We put
it on the back because moms told us we didn't need to
sledgehammer it on the front. They already know this."
Moving the educational information to the back of the
packaging allowed for more white space on the front. "We
brought forward evidence that said white in other categories
is consumer code for 'good for you' and 'wholesome,'" says
Parham. "Sesame Street has some of the most iconic assets on
the planet. We believed that if we removed excess copy, the
characters would shine. And research shows that consumers
want cleaner, simpler packaging. We wanted to present the
characters when they are at their furry, heartfelt best."
Sesame Workshop's Maura Regan, senior vice president and general manager, global consumer products,
says it had been nearly five years since the company had
refreshed its retail experience. "Every season on 'Sesame
Street' [the TV program] is all new, so we feel that the experience our consumers have with our brand off-air needs to
be as refreshed, up-to-date and as topical as possible." She
says the new packaging can help the target market of parents of preschool-aged kids, tweens and teens, as well as
grandparents, navigate the aisles more quickly and easily.
Toys from Hasbro featuring the new packaging were
first to hit shelves last spring, followed by the rest of Sesame Street's licensed products. "While we say packaging,
it's the full retail experience - on-shelf and off-shelf," Regan
says. "Everything going forward will be developed using
the iconography of the refresh."
Regan is quick to point out that shoppers won't notice a
drastic change in-aisle. "Because of the nature of retail, we
developed the program so two looks could live side by side,
complementing each other as this rolls out so the packaging doesn't look disconnected," she says. "We wanted to
make sure our retail narrative was constant and not broken
by a sharp redesign."
Comprehensive packaging guidelines are now in place
for all Sesame Street products, unifying and streamlining
packaging and merchandising design for hundreds of
product types and partners - accommodating all markets
Parham Santana handled all aspects of the global assignment, including the packaging, point-of-sale and merchandising for all licensed products in a variety of different categories, from toys and food products to health and beauty
aids, apparel and DVDs. "The emotional connection that
consumers have with the characters is very strong," Parham
says. "Their faces are like beacons on the shelf."
BRAND: Sesame Street
KEY INSIGHTS: Moms already know and understand the
developmental and enrichment benefits of Sesame Street
products. White space on packaging is consumer code for
"good for you" and "wholesome."
NEW PACKAGING: Employ packaging that showcases
Muppets characters, without cluttering up the space with
too many details about the products' educational aspects.
Share of Digital Ad Appearances
THE VIEW FROM
INSTITUTE ANALYSIS: In both the laundry and paper products categories,
OASIS captured approximately four times more ad appearances on
DollarGeneral.com than on Walmart.com from Jan. 1 through Oct. 14. Paper
products include paper towels, tissues, toilet paper and disposable tableware.
In the laundry category, Sun Products accounted for the majority of ad
appearances on DollarGeneral.com, promoting Wisk and Snuggle in addition
to All. Walmart and Family Dollar sites saw only All ads from Sun Products.
Three manufacturers - Georgia-Pacific, Kimberly-Clark and Procter &
Gamble - accounted for all the advertising in the paper products category on
these three sites. K-C advertised four different brands on Dollar General's site:
Cottonelle, Kleenex, Scott and Viva. Walmart.com only advertised Cottonelle,
Kleenex and Scott, while FamilyDollar.com only Cottonelle and Scott.
On DollarGeneral.com in the spring,
an ad for the "Everyday Clean Savings"
sweepstakes brought the paper products
and laundry categories together. It featured
brands from Clorox Co., Sun Products and
SHARE OF DIGITAL AD APPEARANCES
Sesame Street updated its packaging after surveying
moms about their toy-buying needs. The product itself
anchors the design of the package.
(January through October 14, 2013)
Procter & Gamble
Church & Dwight
(Total captured ad appearances: 37,020)
Procter & Gamble
(Total captured ad appearances: 35,805)
(Total captured ad appearances: 676,589)
The Path to Purchase Institute's Online Advertising Survey & Insights Service (OASIS) monitors
leading retailer websites to collect digital advertising content and organize it for competitive,
reporting and intelligence needs.
Table of Contents for the Digital Edition of Shopper Marketing - December 2013
Shopper Marketing - December 2013