Brandweek Features MMNPL Results; Covers KFC, McDonald’s, Migration Marketing

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Most Memorable New Product Launch Preview: Clorox Green Works

Here is the third of five preview videos of this year’s potential Most Memorable New Product Launch finalists.

Most Memorable New Product Launch Preview: Frosted Flakes Gold

Here is the second of five preview videos of this year’s potential MMNPL finalists.

Most Memorable New Product Launch Preview: Bud Light Lime

Schneider Associates, Mintel and IRI are eagerly awaiting the results of the 2008 Most Memorable New Product Launch (MMNPL) survey. To kick things off, here is the first of five preview videos of this year’s potential MMNPL finalists.

Calories count— even for dogs

By Matt Flight
Schneider Associates

According to a 2006 study, 30 percent of American adults are overweight. And so are most of their dogs. Statistics from a recent veterinary report show that man’s best friend is also tipping the scales a little too far, with 25 percent of all American dogs classified as overweight.

Since Americans and their pets are both battling weight problems, it’s not surprising the diet markets for these two groups are similar. To capture this market of consumers with overindulging dogs, Del Monte Pet Products introduced Pup-Peroni 50 Calorie Packs, the first portion controlled snacks for canines.

Calorie conscious snackers have turned 100 calorie packs into a $200 million annual goldmine. According to a February USA Today article, 82 single serving products touting 100 or fewer calories were released in 2007. In 2004, there were only seven. This trend is snowballing among health conscious Americans, and Del Monte is pioneering the movement in the pet food market.

“They’re a guilt-free snack,” says Matthew Park, Del Monte’s marketing vice president. “Just as 100-calorie packs help people 50-calorie packs help dogs cut calories and live healthier.”

Does this trend have the legs to create a whole new market for calorie conscious dog owners? Are the Pup-Peroni 50 Calorie Snack Pouches memorable enough to become the first ever pet food to crack the top 10 Most Memorable New Product Launch List? Will they soon have Weight Watchers for dogs?

For more information, please contact: mflight@schneiderpr.com
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KFC: A New Flavor to Savor

By Jenny Fichera
Schneider Associates

It’s been over 65 years since Colonel Harland Sanders introduced his Original Recipe® in 1940. This year, Kentucky Fried Chicken (KFC) added Smokey Chipotle Crispy Fried Chicken to its menu. The new flavor, containing a secret blend of 11 herbs and spices, is the second new recipe to debut on KFC’s menu since the Colonel’s original creation.

KFC has gone above and beyond to publicize their latest “secret” recipe. According to the Associated Press, the recipe is so top secret that only two company executives have access to it at any time. For added security, the secret recipe was moved to a new location. The ingredients were placed in a lock box and handcuffed to a security guard who rode in an armored car with a police escort.

“We’ve worked tirelessly to develop this new flavor,” said KFC’s chief marketing officer, James O’Reilly. “We don’t take fried chicken flavor introductions lightly at KFC, and we took our time to painstakingly perfect this new recipe.”

KFC launched a TV advertising campaign featuring 15 and 30 second spots that introduce the new Smokey Chipotle Fried Chicken. The commercials’ voiceover describes the new recipe as “flavor with a kick,” and it ends with the slogan, “Life tastes better with KFC.”

KFC has no plans to include an Internet ad campaign, but that’s not to say that they are ignoring the online medium. On their Web site, KFC created a game, “Quest for the Golden Chipotle,” which was created to educate consumers about the origin of the chipotle pepper while still being fun and interactive.

Will the addition of a rare new menu flavor be enough to catapult KFC into the top 10 Most Memorable New Products list?

2007 Most Memorable New Product Launch Survey Released!

The results are in!  Schneider Associates, BNP Media’s New Product Magazine, IRI and comScore are pleased to announce the findings of the Sixth Annual Most Memorable New Product Launch Survey.  Based on feedback from more than 1,000 consumers across the country, this study reveals the most memorable new product launches of 2007 and highlights the latest trends in consumer behavior.

Download the full results of the study here.
Download the press release here.