Posts Tagged ‘brand positioning statement’

Articles

Tostitos Chunky Salsa by Frito-Lay (PepsiCo)

In Observations & Insights,Products on February 16, 2011 by BrandAndPackageTheProduct Tagged: , , , , , , , ,

Target: For salsa lovers.

Key Benefit: Tostitos Chunky Salsa is all natural.

Reason to Believe: Tostitos Chunky Salsa is made with chunks of real vegetables.

Brand Positioning Statement:

For salsa lovers, Tostitos Chunky Salsa is all natural. That’s because Tostitos Chunky Salsa is made with chunks of real vegetables.

Personal notes: I think this brand’s shelf strategy is fascinating. Tostitos has chosen NOT to put their salsa next to all the other salsa brands but rather put it on the chip aisle. In fact, they are the only salsa on the chip aisle. This is brilliant! Talk about putting your product right where it’s likely to INFLUENCE a purchase! They also use special shelf displays which, I imagine, they provided the stores with. It’s not always the same display in every store but it is always differentiating. Pretty cool Tostitos! Good job Frito-Lay!

I appreciate comments from anyone and everyone, especially if you’ve worked on this brand before! :)

Articles

Progresso by General Mills

In Products on February 8, 2011 by BrandAndPackageTheProduct Tagged: , , , ,

Target: For people who want delicious microwavable soups but without hurting their diet.

Key Benefit: Progresso Light Italian-Style Vegetable by General Mills is the healthy and delicious soup of choice.

Reason to Believe: Progresso Light Italian-Style Vegetable is full of Italian-style vegetables, has only 60 calories per serving and has 0 Weight Watchers Points.

Brand Positioning Statement:

For people who want delicious microwavable soups but without hurting their diet, Progresso Light Italian-Style Vegetable by General Mills is the healthy and delicious soup of choice. That’s because Progresso Light Italian-Style Vegetable is full of Italian-style vegetables, has only 60 calories per serving and has 0 Weight Watchers Points.

I appreciate comments from anyone and everyone, especially if you’ve worked on this brand before! :)

Articles

Chunky Healthy Request by Campbell’s

In Products on February 8, 2011 by BrandAndPackageTheProduct Tagged: , , , ,

Target: For people who want a microwavable soup that is also healthy and good for the heart.

Key Benefit: Chunky Healthy Request by Campbell’s is the soup that combines great taste with heart-healthy ingredients.

Reason to Believe: Chunky Healthy Request by Campbell’s is approved by the American Heart Association for being low in fat and cholesterol but is packed with those chunky soup ingredients you know and love.

Brand Positioning Statement:

For people who want a microwavable soup that is also healthy and good for the heart, Chunky Healthy Request by Campbell’s is the soup that combines great taste with heart-healthy ingredients. That’s because Chunky Healthy Request by Campbell’s is approved by the American Heart Association for being low in fat and cholesterol but is packed with those chunky soup ingredients you know and love.

I appreciate comments from anyone and everyone, especially if you’ve worked on this brand before! :)

Articles

Fruity Pebbles by Post

In Observations & Insights,Products on February 3, 2011 by BrandAndPackageTheProduct Tagged: , , , ,

Target: For kids.

Key Benefit: Fruity Pebbles by Post is the rice cereal with a big fruity taste and promotes healthy bones and teeth.

Reason to Believe: Fruity Pebbles by Post is a wholesome, sweetened cereal that is an excellent source of vitamin D which helps the body absorb calcium.

Brand Positioning Statement:

For kids, Fruity Pebbles by Post is the rice cereal with a big fruity taste and promotes healthy bones and teeth. That’s because Fruity Pebbles by Post is a wholesome, sweetened cereal that is an excellent source of vitamin D which helps the body absorb calcium.

Personal notes: 1) This is my wife’s favorite cereal. 2) I derived this brand position from examining the package that I bought at the store.

I appreciate comments from anyone and everyone, especially if you’ve worked on this brand before! :)

Articles

Trix by General Mills

In Observations & Insights,Products on February 3, 2011 by BrandAndPackageTheProduct Tagged: , , , , ,

It’s cereal time!!! :)

Target: For kids.

Key Benefit: Trix by General Mills has sweetened corn puffs that have fun, fruit-flavored swirls and are healthy too.

Reason to Believe: Trix by General Mills are naturally and artificially flavored and are whole grain & calcium guaranteed.

Brand Positioning Statement:

For kids, Trix by General Mills has sweetened corn puffs that have fun, fruit-flavored swirls and are healthy too. That’s because Trix by General Mills are naturally and artificially flavored and are whole grain & calcium guaranteed.

Personal notes: 1) I miss when Trix cereal was in fruit shapes and not just the boring balls. :(   2) I derived this brand position from examining the package that I bought at the store.

I appreciate comments from anyone and everyone, especially if you’ve worked on this brand before! :)

Articles

Palmolive Dishwashing Liquid by Colgate Palmolive

In Observations & Insights,Products on January 26, 2011 by BrandAndPackageTheProduct Tagged: , , , , , , , ,

Target: For people who wash dishes by hand.

Key Benefit: Ultra Palmolive Antibacterial Hand Soap not only cleans your dishes to a sparkling shine but kills bacteria on your hands as you wash.

Reason to Believe: Ultra Palmolive Antibacterial Hand Soap has an antibacterial hand soap ingredient and removes tough grease while cleaning even the most difficult dishes and delivering a residue-free sparkle.

Brand Positioning Statement:

For people who wash dishes by hand, Ultra Palmolive Antibacterial Hand Soap not only cleans your dishes to a sparkling shine but kills bacteria on your hands as you wash. That’s because Ultra Palmolive Antibacterial Hand Soap has an antibacterial hand soap ingredient and removes tough grease while cleaning even the most difficult dishes and delivering a residue-free sparkle.

Personal notes: 1) I thought Palmolive has one of the best CAP designs of all the products you’ll see on the shelf. I think they’ve designed it to limit the runoff to the areas where you put your hand and thus get all sticky. Whoever designed that, kudos to you!!! 2) I derived this brand position from examining the package that I bought at the store.

I appreciate comments from anyone and everyone, especially if you’ve worked on this brand before! :)

Articles

GAIN Dishwashing Liquid by P&G

In Observations & Insights,Products on January 25, 2011 by BrandAndPackageTheProduct Tagged: , , , ,

Target: For people who wash dishes by hand.

Key Benefit: Ultra GAIN Dishwashing Liquid will clean your dishes and has Ultra GAIN’s original fresh scent.

Reason to Believe: Ultra GAIN has taken that scent you know and love and brought it into your kitchen.

Brand Positioning Statement:

For people who wash dishes by hand, Ultra GAIN Dishwashing Liquid will clean your dishes and has Ultra GAIN’s original fresh scent.

Personal note: I got a chance to review this particular brand positioning statement with someone that works at P&G. They kindly informed me that my ORIGINAL positioning statement was incorrect. I was actually happy to hear him say this and then asked him to explain why. I originally thought that there simply was NOT a reason to believe (RTB) statement on the product’ packaging. In reality, I had simply overlooked it. This particular product derives its strength in the marketplace from its association with the Gain laundry detergent. He said that it had been found that the scent of the laundry detergent was the driving factor there so they created a dishwashing liquid that had the same scent. Furthermore, he informed me that this was a particularly strong product among the Hispanic segment of the population. I found all this incredibly interesting because I had had such a hard time figuring out the RTB. I know, it sounds a little nerdy of me but this kind of stuff really interests me so I was really glad to hear it.

I appreciate comments from anyone and everyone, especially if you’ve worked on this brand before! :)

Articles

Capri Sun by Kraft

In Products on January 20, 2011 by BrandAndPackageTheProduct Tagged: , , , ,

Target: For children who want a delicious juice drink.

Key Benefit: Capri Sun by Kraft is the juice drink that your kids will love but doesn’t have all the sugar of other drinks.

Reason to Believe: Capri Sun by Kraft has 25% less sugar with no artificial colors, flavors, preservatives or sweeteners.

Brand Positioning Statement:

For children who want a delicious juice drink, Capri Sun by Kraft is the juice drink that your kids will love but without all the sugar of other drinks. That’s because Capri Sun by Kraft has 25% less sugar with no artificial colors, flavors, preservatives or sweeteners.

Personal notes: 1) I love Capri Sun. Who doesn’t? I love especially, now that I’m older and have a little bit better hand-eye coordination, that I can get that little straw in that almost impenetrable hole without it going through the back side or spilling juice all over me, haha. 2) I derived this brand position from examining the package that I bought at the store.

I appreciate comments from anyone and everyone, especially if you’ve worked on this brand before! :)

Articles

Juicy Juice by Nestlé

In Products on January 20, 2011 by BrandAndPackageTheProduct Tagged: , , , ,

Target: For school-aged kids.

Key Benefit: Juicy Juice by Nestlé is the juice drink that actually gives your child a full serving of fruit.

Reason to Believe: Juicy Juice by Nestlé is made with all natural, 100% juice and no sugar added.

Brand Positioning Statement:

For school-aged kids, Juicy Juice by Nestlé is the juice drink that actually gives your child a full serving of fruit. That’s because Juicy Juice by Nestlé is made with all natural, 100% juice and no sugar added.

Personal notes: 1) I haven’t had a Juicy Juice in years, haha. 2) I derived this brand position from examining the package that I bought at the store. That is where I got all my information from.

I appreciate comments from anyone and everyone, especially if you’ve worked on this brand before! :)

Articles

Huggies by Kimberly-Clark

In Products on January 20, 2011 by BrandAndPackageTheProduct Tagged: , , , , ,

Target: For babies.

Key Benefit: Huggies Little Snugglers helps keep in the runny mess.

Reason to Believe: Huggies Little Snugglers has a pocketed waistband.

Brand Positioning Statement:

For babies, Huggies Little Snugglers helps keep in the runny mess. That’s because Huggies Little Snugglers has a pocketed waistband.

Personal notes: 1) Just like Pampers, I’ve used Huggies diapers on my own baby boy. The pocketed waistband is great and all but it doesn’t seem all that important to me. As a disclaimer, I did not consult my wife on her opinion so feel free to take that with a grain of salt, haha. Like Pampers though, I did like the way Huggies fit around my boy. 2) I derived this brand position from examining the package that I bought at the store. That is where I got all my information from.

I appreciate comments from anyone and everyone, especially if you’ve worked on this brand before! :)

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