Shopper Marketing - December 2013 - (Page 6)

6 PROGRAMS SHOPPER MARKETING DECEMBER 2013 SOLUTION PROVIDER NEWS 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, 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 - to 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 understand category-specific 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 and languages. 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 than on 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, 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. only advertised Cottonelle, Kleenex and Scott, while only Cottonelle and Scott. On 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 Kimberly-Clark. SHARE OF DIGITAL AD APPEARANCES Laundry 5.47% Paper products 5.29% 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) DOLLAR GENERAL.COM LEADING CATEGORIES Carbonated beverages Corporate promotions Pet care Laundry Candy Paper products Personal care Juices Drink mixes Hair care 11% 10% 6% 5% 5% 5% 4% 4% 3% 3% LAUNDRY Sun Products Procter & Gamble Church & Dwight 66% 20% 14% (Total captured ad appearances: 37,020) PAPER PRODUCTS Kimberly-Clark Georgia-Pacific Procter & Gamble 54% 25% 21% (Total captured ad appearances: 35,805) (Total captured ad appearances: 676,589) 0.27% 0.10% 0.70% 0.72% 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. http://www.DOLLARGENERAL.COM http://www.DOLLARGENERAL.COM

Table of Contents for the Digital Edition of Shopper Marketing - December 2013


Shopper Marketing - December 2013