Shelf Impact - Fall 2009 - (Page 13)

area contains the answer to a quiz question from Professor Smart. Kids can view the answer after consuming the beverage and refilling the bottle with water, which magnifies the quiz answer to make it legible. This approach to encourage product consumption often is used in kids’ cereal packaging. The label also satisfies a second objective by winning parents’ trust in the brand. The label is printed with messages such as “Key Nutrients for Growing Bodies” to convey Kid Fuel’s natural health benefits. make the brand visually relevant to consumers and move Wright Brand beyond “word-of-mouth” packaging. Those benefits satisfy Tyson’s objectives of encouraging consumer trial and establishing the brand nationally. “Wright Brand’s new brand identity and packaging design significantly increase our ‘findability’ on shelf. It also had the highest ratings for purchase intent,” says Harold Heinze, Wright Brand Senior Director of Marketing. 2. Sizzling as bacon’s main ‘touchpoint’ Marketers of premium products often give short shrift to the potential of a label’s emotional cues. And when a package’s visual appeal doesn’t reflect the quality of the product, brand equity erodes. Tyson Foods, working with Interbrand (www.interbrand. com), overcame this challenge by conducting consumer research and repositioning its Wright Brand thick-cut bacon as “More of what you love about bacon.” The label, from York Label (www.yorklabel. com), features a gold-outlined shield/ crest area containing red, white, and gold elements on a blue background. The label leaves ample room for viewing the meat through the clear, flexible brick pack. The label is the brand’s main “touchpoint” in elevating consumer perceptions of the product and improving product visibility on shelf. In eye-tracking testing with the new design, consumers foremost noticed the brand name—91% of the time. In quantitative research, the design was noted within 4 seconds by 26% of consumers—a significant improvement from the previous design. New design elements 3. Encouraging participation For more than 70 years the Campbell Soup Co. has cultivated seeds that American farmers use to grow tomatoes for its soup. This year, Campbell’s has modified the iconic label on its tomato soup cans to announce to consumers a special program and remind them of the source and quality of the ingredients in its condensed soups. Working with Anthem Worldwide (www.antemww.com), a Schawk Strategic Design Company, Campbell produced 7.5 million special-edition labels as part of its “Help Grow Your Soup” campaign. By going to www.HelpGrowYourSoup. com and entering the code on any can of condensed soup they purchase, consumers received a free pack of Campbell’s proprietary tomato seeds. With each request for seeds, Campbell’s also donated 100 seeds to plant gardens in urban communities and schools across the nation—all in collaboration with the National FFA Organization, a Campbell’s-sponsored group. Campbell donated 22.5 million seeds. “We work with Nutrex Research gets both visibility and product protection from a full-body shrink label. A promotional label gives a new look to Campbell’s iconic soup labels while staying visually within the brand’s family. | 13 Fall 2009 ShelfImpact! http://www.interbrand.com http://www.interbrand.com http://www.yorklabel.com http://www.anthemww.com/ http://www.yorklabel.com http://www.HelpGrowYourSoup.com http://www.HelpGrowYourSoup.com

Table of Contents for the Digital Edition of Shelf Impact - Fall 2009

Shelf Impact - Fall 2009
Contents
It's Hip to be Square in Vodka
Exclusive Survey Reinforces that Structure and Graphics Must Work as a Team
Quick as a Cat

Shelf Impact - Fall 2009