Archive for the ‘Observations & Insights’ Category

Articles

Minute Maid Just 10 by Coca-Cola

In Observations & Insights,Products on February 28, 2011 by BrandAndPackageTheProduct Tagged: , , , , , , ,

Minute Maid Just 10 Fruit DrinkTarget: For people who want a juice drink in a pouch.

Key Benefit: Minute Maid Just 10 is the ideal beverage for healthy, hassle-free refreshment anytime.

Reason to Believe: Minute Maid Just 10 is a good source of calcium, contains a full day’s supply of vitamin C, is made with real fruit juice and only has 10 calories.

Brand Positioning Statement:

For people who want a juice drink in a pouch, Minute Maid Just 10 is the ideal beverage for healthy, hassle-free refreshment anytime. That’s because Minute Maid Just 10 is a good source of calcium, contains a full day’s supply of vitamin C, is made with real fruit juice and only has 10 calories.

Personal notes: 1) This is a hard category to compete in. If you don’t believe me, just look at the juice aisle next time you’re at the grocery store. First of all, Capri Sun seems to have the category locked! They have gotten the best shelf space and billboard effect (I’ll talk about “billboard effect” in another posting) of all the juices so unless you’re them, you have a major uphill battle to face. Minute Maid Just 10, however, is trying to go a little more niche and is targeting the demographic that doesn’t want so many calories in their diet. 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! :)

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Articles

Dasani by Coca-Cola

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

Dasani by Coca-ColaTarget: For bottled water drinkers.

Key Benefit: Dasani by Coca-Cola is the bottled water that gives you a pure, fresh taste.

Reason to Believe: Dasani by Coca-Cola is enhanced with minerals.

Brand Positioning Statement:

For bottled water drinkers, Dasani by Coca-Cola is the bottled water that gives you a pure, fresh taste. That’s because Dasani by Coca-Cola is enhanced with minerals.

Personal notes: 1) Water. How do you tell the world to “buy our water because its the freshest water around” and have people believe you? Just about every major beverage company has bottled water. There’s Aquafina by PepsiCo, Pure Life by Nestlé, Dasani by Coca-Cola, and the various other private (or near-private) labels on the shelves as well. I have to believe that this is one product area that has got to be REALLY difficult to push. One of the many things Coca-Cola has been great at is selling the Coke “image” in so many ways. One of their most iconic symbols is the shape of their Coke bottle (which they’ve even patented, I believe). I may be mistaken but it appears as though Dasani is even referencing the Coke bottle shape with its own water bottle shape. If that is the case, that’s pretty cool and good job Coke! I would love to know if that was their intent and if they’ve found that it works. 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

Honey Bunches of Oats by Post

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

Target: For everyone in the family.

Key Benefit: Post Honey Bunches of Oats is the honey-flavored, delicious and nutritious cereal that everyone can enjoy.

Reason to Believe: Post Honey Bunches of Oats has not only crispy, flakes of crunchy oats with a touch of honey, but it’s good for the heart with 0g trans fat, 0g saturated fat, and 0mg cholesterol, and has whole grain and 9 essential vitamins and minerals.

Brand Positioning Statement:

For everyone in the family, Post Honey Bunches of Oats is the honey-flavored, delicious and nutritious cereal that everyone can enjoy. That’s because Post Honey Bunches of Oats has not only crispy, flakes of crunchy oats with a touch of honey, but it’s good for the heart with 0g trans fat, 0g saturated fat, and 0mg cholesterol, and has whole grain and 9 essential vitamins and minerals.

Personal notes: 1) This is one of my favorite cereals. Also, I really like that they put the history of the cereal on the back of the box. I like learning about those kinds of things. Good job Post! 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

Froot Loops by Kellogg’s

In Observations & Insights,Products on February 23, 2011 by BrandAndPackageTheProduct Tagged: , , , ,

Target: For kids.

Key Benefit: Froot Loops provides your kids with the best sweetened, fruit flavored cereal that is healthy too.

Reason to Believe: Froot Loops cereal is made with natural fruit flavors, multi-grains, and is a good source of fiber.

Brand Positioning Statement:

For kids, Froot Loops provides your kids with the best sweetened, fruit flavored cereal that is healthy too. That’s because Froot Loops cereal is made with natural fruit flavors, multi-grains, and is a good source of fiber.

Personal notes: 1) I have to say that determining the brand position for kids cereal is really tough. They market to their demographic (kids) more with graphics than with actual words. That doesn’t mean its impossible… just more difficult. 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

Pine-Sol by Clorox

In Observations & Insights,Products on February 19, 2011 by BrandAndPackageTheProduct Tagged: , , ,

Target: For people who need a multi-surface cleaner.

Key Benefit: From the kitchen to the bathroom, Pine-Sol Multi-Surface Cleaner is safe on wood and cleans most surfaces.

Reason to Believe: Pine-Sol Multi-Surface Cleaner cuts grease and grime, deodorizes, and leaves your surfaces with a shine.

Brand Positioning Statement:

For people who need a multi-surface cleaner, from the kitchen to the bathroom, Pine-Sol Multi-Surface Cleaner is safe on wood and cleans most surfaces. That’s because Pine-Sol Multi-Surface Cleaner cuts grease and grime, deodorizes, and leaves your surfaces with a shine.

Personal notes: 1) I have to say that this particular product had a VERY commanding shelf presence in the stores I saw it in. There were other brands and competitors hanging about it but this one was stacked from floor to ceiling dominating each shelf. Pretty impressive power Clorox! Good job! 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

Fabuloso by Colgate-Palmolive

In Observations & Insights,Products on February 19, 2011 by BrandAndPackageTheProduct Tagged: , , ,

Target: For people who need a multi-purpose cleaner.

Key Benefit: Fabuloso leaves a long-lasting, fresh scent, no residue and no need to rinse and is safe and easy to use.

Reason to Believe: Fabuloso has a child-safety cap and an easy grip bottle.

Brand Positioning Statement:

For people who need a multi-purpose cleaner, Fabuloso leaves a long-lasting, fresh scent, no residue and no need to rinse and is safe and easy to use. That’s because Fabuloso has a child-safety cap and an easy grip bottle.

Personal notes: 1) I never knew this brand existed up until 2002 when I was in Fray Bentos, Uruguay and in need of a cleaning solution for our floor. I found it and didn’t think much of it since the brand name is actually a word in Spanish meaning… you guessed it… Fabulous. Years later I was back in the U.S. and saw it again on a shelf in the store and thought, “Wow, they got it all the way into the U.S. (This all happened, of course, before I became so interested in brands.) It wasn’t until recently that I learned that this was a brand owned by the one and only Colgate-Palmolive. I know that this may sound like a boring story to others but for me it was really quite fun to learn about a brand that I first saw on another continent! 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

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! :)