For more than a decade, children have enjoyed the famous Goldfish crackers from Pepperidge Farm (smiling Goldfish crackers were launched by Schneider Associates many years ago) Now, Pepperidge Farm is leveraging their smiling Goldfish equity by launching Goldfish Sandwich Bread- the bread that smiles back.
The bread comes in three varieties: Soft White, Soft 100% Whole Wheat, and Soft Honey Whole Wheat. All three contain no high fructose corn syrup and boast 3 grams of fiber per serving for only 120 calories. Not to mention, the bread is completely crust-free, ensuring that the pickiest eaters will have no reason to dislike it.
“We are excited to offer kids and the young at heart a fun and healthful new way to enjoy their favorite sandwiches,” Maureen Linder, Senior Vice President and General Manager of Fresh and Frozen Bakery at Pepperidge Farm said in a press release from the company.
To celebrate the launch, Pepperidge Farms conducted a national survey to unveil the hidden troubles of making lunches. In “The Shape of Sandwiches” survey, they found that parents often find making lunches difficult and even frustrating. Nine out of 10 moms revealed that their children find their sandwiches more appealing if the bread is cut into fun and creative shapes and sizes, and are more likely to eat them. 50% of mothers participating in the survey revealed that their children have requested triangular sandwiches while 23% revealed that their children have wanted their food in shapes of faces. Pepperidge farm created a product based on a unique consumer insight, fitting into the recent trend of Customer Calibration™ that we have been seeing.
Aside from the survey, Pepperidge Farms also participated in Evo ’11, a three-day social media conference for women in Park City, Utah, to showcase their new bread. They provided lunch for the conference on Friday, July 8th, where the new sandwich bread was a featured product. A photo op included a scenic picnic backdrop and a blow-up replica of the Goldfish mascot, Finn. Participant pictures were all uploaded onto the official Pepperidge Farms Facebook page.
So far, the reviews for Goldfish Sandwich Bread have been positive, which is no surprise considering the brand developed the product based on consumer insights. Is it the best thing since sliced bread? Could be.
Downy offers up another new home product we’ve got our eye on for the 2011 year.
Downy is giving consumers a boost to the senses with its new Downy Unstopables that deliver a fresh-out-of-the-laundry smell all day. When these scented beads are added to the wash, they dissolve and leave clothes with a long-lasting fresh scent, which Downy claims can last up to twelve weeks (perfect for students). Although Downy Unstopables make your clothes smell fresh, they still must be used with detergent and fabric softener, and so the product represents a new addition to one’s laundry care regimen.
Downy launched the new Unstopables with a commercial targeted toward moms. Comedian and actress Amy Sedaris is featured and provides a quick, quirky tutorial on how to use the new scented beads. The character played by Sedaris is a retro chic housewife claiming to be a “laundry expert.” Downy also posted the new commercial on their YouTube channel, Facebook page and official website.
Supporting the ad campaign, Downy has been conducting a sampling promotion where consumers can sign up for on the Facebook page and receive one of 2 million free samples. After signup, consumers are entered into a drawing for a $1,000 gift card toward all Downy products.
It’s undeniable that everyone loves the fresh-out-of-the laundry smell, but at a time when lots of consumers are cutting chemicals and scents out of their lives, it will be interesting to see how the product fares with its intended audience. Will the new Downy entrant be an Unstopable success?
Here’s another product we’re keeping our eye on for the MMNPL.
New Balance is toeing the line on the minimalist running craze with its Spring 2011 release of its Minimus – a product that fits the trend but is steeped in consumer insights and research.
“NB Minimus is a barefoot-inspired line of shoes created specifically for runners seeking a truly minimalist experience,” said Katherine Petrecca, the manager for the new line. “We view these shoes very much as tools that encourage better running form, and help strengthen the legs and feet. As important, a great minimal shoe should deliver increased ground feel and control, which is what makes them so much fun to use.”
You don’t have to be a competitive runner to use a Minimus shoe, either. New Balance created three different shoes for different uses: Minimus Road, Minimus Trail and Minimus Wellness. The first two are self-explanatory while the Minimus Wellness is intended as a shoe that doesn’t have to be used just for exercise.
This isn’t the first line of shoes to hit the minimalist market. The Merrell Barefoot shoes, the Vibram Five Fingers and the Mizuno Universe Wave 3 racing flats all have a healthy following among runners. However, what sets the NB Minimus apart from its competitors is its reliance on incorporating feedback from real minimalist running enthusiasts into their designs.
A video on their website shows Team New Balance ultra-marathoner Anton Krupicka describing how he had begun cutting the soles off of his running shoes in frustration because he could not find a shoe with a small enough drop, and the other minimalist shoes available weren’t protective enough. This led to an “aha!” moment for New Balance’s designers: Send prototypes to real runners and encourage them to make modifications to the shoes and send them back. The result? A minimalist shoe made by runners, for runners.
The minimalist movement is all about providing the most natural running experience, and that means using a shoe that feels like it’s barely there. Its growth is thanks in large part to the research done by Dr. Daniel Lieberman at Harvard University, which found that the most experienced (read: best) runners avoid landing on their heels to minimize impact and maximize energy and endurance. It is also based on the ideas in Christopher McDougall’s book Born to Run.
The NB Minimus design is ultralight (under 8.5 ounces) and incredibly low to the ground with just a 4 mm drop from the heel to the forefoot.
New Balance took all of the research and information they had gathered in developing the Minimus and created educational launch events which promised “There’s a better way to run. Learn to train more efficiently, to keep you on the road, to run longer, faster, and more comfortably than ever before.” These events were designed to advocate for minimalist running, teach proper form and to dispel some of the myths around the minimalist movement.
By integrating customers into the development of their product, and positioning themselves as an expert in the minimalist running category, New Balance has definitely created and launched a line of products designed to go the distance.
Range Rover has rolled out an impressive campaign to launch the 2012 Evoque. The initial launch event in July 2010 showcased the new compact SUV model, the smallest of the Range Rover line. The Evoque has all of form and function of other Range Rovers, but with greater fuel-efficiency because it 35% lighter than the Range Rover Sport. The launch event was held at Kensington Palace in London in a partnership with Vogue magazine, and closely resembled a fashion show, (appropriate given that Range Rover named Victoria Beckham as the creative design executive behind Evoque.)
Recently Range Rover has been ramping up its marketing with a trans-continental concertevent May 21st featuring Cee Lo Green in Times Square, Paolo Nutini in Milan and Mark Ronson in Shanghai performing simultaneously. Evoque models were lined up on the square along with interactive displays, so that attendees could look “under the hood” of the new vehicles. This is part of a 100-city global Evoque tour that Range Rover is calling “The Pulse of the City,” playing off the Evoque’s city-friendly size and style.
To capitalize on the personalization trend we have seen in so many new product introductions, Range Rover hired The Brooklyn Brothers, and Somesuch & Co to produce an interactive online promotional video, Being Henry. The trailer coaxes viewers to visit the website and make in-video choices for the protagonist, Henry, by dragging him or clicking on options – like a modern, interactive “Choose Your Own Adventure.”
The video is quirky, and the events that unfold are hilariously unexpected. The video theme supports the Evoque’s customizable features, as well as the tag line Range Rover is using for the vehicle: Where will you end up?
Following the trend of stylized, smaller vehicles like the Mini wagon and Nissan Juke, the Range Rover is an SUV that provides an attractive, more fuel efficient option at a time when gas prices are rising precipitously.
Another new product that may be included in the Most Memorable New Product Launch Survey: MiO water-enhancer, by Kraft Foods.
Personalization is a popular trend among consumers, so what could be better than instantly mixing your own drink just the way you like it? Last month, Kraft launched its new caffeine free, artificially sweetened water-enhancer, Mio, in six different flavors.
MiO in Italian means “mine.” In an interview with Packaging Digest, Bridget MacConnell, senior manager, corporate affairs at Kraft Foods, explained “[that’s] what makes MiO so special—it lets me make my drink my way.” MiO senior brand manager Lisa Laibe talked with the Chicago Tribune about the idea of personalization. “Consumers are really looking to have their personal tastes reflect in all things they’re doing and using. It’s particularly important for millennials, which Kraft pegs as those age 18 to 39.”
Found in supermarkets and sold in a convenient, portable pod container, MiO allows you to add a touch of Berry Pomegranate, Strawberry Watermelon, Fruit Punch, Mango Peach, Sweet Tea or Peach Tea to water for a new way to experience your favorite flavor. Each bottle contains about 24 servings at a price of around $3.99.
To launch MiO, Kraft hired a familiar face from YouTube to be the spokesman for the campaign: Brian Gallivan, more commonly known as “Sassy Gay Friend.” Gallivan stars in a number of viral videos encouraging young women to “FTS: Flip it, tip it and sip it.”
Aside from the YouTube promotion, MiO is advertising on television, online and on Facebook. Free samples were sent out to 100,000 Facebook users in the weeks leading up to the launch as a giveaway promotion. Most of the consumer feedback was positive, and some fans even suggested new and creative ways to use MiO, like mixing it in ice cream, yogurt or soda.
With recent health news surfacing on the dangers of food colorings, MiO faces a challenge in connecting with health conscious consumers. Is MiO a beverage innovation, or a product launch with no real market? One thing is clear, MiO will be an interesting launch to watch in 2011.
Patrick Richardson, Director of Integrated Marketing at Schneider Associates, presents Domino’s Pizza Turnaround. With a transparent approach to pizza-making, Domino’s listened to its customers’ complaints and pledged to enhance pizza quality, while showing customers the real ingredients that go into both its pizzas and its company.
Everyone wants a whiter smile, but few have time to use trays or sit through expensive whitening treatments. This year, Crest seeks to lead the over-the-counter teeth whitening category with their new 3D White product line and Vivid White toothpaste. Crest claims the cool mint toothpaste can remove up to 80% of surface stains in just 14 days without harming enamel – one of the primary concerns with whitening products and treatments. If the product claims are true, consumers can get quality results and whiter teeth by simply brushing with this new toothpaste.
To launch its new family of products, Crest employed an integrated marketing campaign that began with a stylish launch event on April 6th in New York’s Herald Square. Oral-B and Crest recruited design artist Julian Beever to make a 3D “white-carpet” for the event. Company spokesperson, Michelle Trachetenberg, seen in “Gossip Girl” and “Mercy”, provided star power. Additionally, Crest sponsored professional hair and make-up styling for 200 consumers who walked the “white-carpet,” positioning the new line of whitening products as a premium product that fits right in with a professional makeover. As if the pampering weren’t enough, all 1,000 consumers who attended the event had a professional photo taken and posted to Crest’s Flickr account.
“We wanted to bring the product benefit to life and allow for consumers to experience their own ‘smile and stand out’ moment with 3D White,” said Brand Manager Dimitri Haloulos. “This event was a great success for us, and we were able to bring forward a unique and enjoyable consumer event.” Celebrity Dentist Dr. Catrise Austin added, “I recommend skipping the costly 1-hour in-office whitening, and start the fall fashion season in style with the new Crest and Oral-B 3D White collection.”
The product already has a flurry of positive reviews online stating that the 3D White line really works – and with a ringing endorsement from a celebrity dentist who handles Toni Braxton’s gleaming smile, how can this launch go wrong?
We believe Crest’s latest whitening products are enough to brighten anyone’s days and smile – and just might have the momentum to make the Top Ten in the MMNPL survey.
For nearly five decades, Talbots, a leading international specialty retailer, cataloger and e-tailer of women’s apparel, shoes and accessories, has been recognized by their classic, conservative and slightly dowdy clothing. In the fall, Ms. Proper gets a makeover to Ms. Posh as the image evolves from outdated and drab to modern, stylish and made for all body types and tastes.
The fall 2010 collection from Talbots, tailored towards women who want classic items with more modern silhouettes, will launch with a new, invigorated repertoire of brightly colored prints, tailored pants and coats, and an impressive array of accessories including handbags, “to-die-for” shoes, and jewelry. The upcoming launch aims to draw a more fashion-forward customer base of women age 35-plus, while retaining appeal to Talbot’s loyal, conservatively dressed shopper base.
After a difficult financial period lasting several seasons, Talbots is making a formidable return to the fashion world. With the help of a merger with BPW Acquisition Corp, a successful month-long pants promotion last fall, and the help of First Lady Michelle Obama (who donned the brand’s floral dresses on two separate occasions), Talbots new fashion relevance is proving it’s not “your mom’s” Talbot’s. But the question is: Will you make it your own?
Follow this link to watch Schneider and Hall talk about the book, upcoming trends, key findings from the Most Memorable New Product Launch survey, their favorite case studies, and the concept of B2E – Business to Everyone.
“The NEW Launch Plan,”available at BNPmedia.com and at Amazon.com, is a business book for brand and marketing professionals, written by Joan Schneider, President, and Julie Hall, EVP/Partner, of Schneider Associates. Authors Schneider and Hall draw upon decades of experience launching new products and showcase real world strategies and tactics used in highly effective product introductions. “The NEW Launch Plan” is replete with case studies from brand managers on the front lines of the battle for market share, and demonstrates how creative, integrated marketing ideas fuel and sustain launch success.
David Meerman Scott, author of “The New Rules of Marketing & PR,” commented: “In today’s always on, YouTube-infested, Twitter-centric world, it’s much tougher to launch a new product than even a few years ago. If you’re ready to launch a new consumer product into the national market, ‘The NEW Launch Plan’ is your blueprint for success.”
If you would like help planning your next launch, contact us at launch@schneiderpr.com or on Twitter @SchneiderPR.
There were parties outside Apple stores all over the country Friday night and into Saturday morning. Customers who pre-ordered iPads waited patiently, excited to be the first to try this revolutionary new product.
In all the discussions about what the iPad does or doesn’t do, people forget that Apple makes products for what people want to do, not always what we think we need to do - but that’s why we want them. At best, the iPad will become the ultimate media consumption machine – where apps, magazine content, news, books and multimedia become more enjoyable to experience than on any other device. But beyond the features and utility discussion – what’s clear is the iPad launch is already another successful, profitable marketing coup from Steve Jobs, who made an appearance at the Palo Alto store, and Apple’s product launch masters. Early reports show weekend sales doubled analyst estimates, reaching 700,000. So how does Apple make consumers crave? They follow a formula for excellence.
Here are Apple’s 10 Axioms for Product Launch Mastery:
Creating a superior, revolutionary, market leading product, with a customer centric design and exceptional functionality, so the product becomes the ‘star’ in advertising and the consumer’s mind.
Enveloping the product in secrecy so there is a mysterious element to the launch.
Creating drama when information is revealed togenerate multiple bites of the news apple.
Using a high profile spokesperson sparingly so when he appears, everyone listens.
Establishing exclusivitythrough an initial high price point to attract early adopterswho establish the ‘cool factor.’
Motivating a large base of loyal brand aficionados and ambassadors who serve as an army of influencers and spread the word (and viral video) about the product.
Staggering product availability to give word-of-mouth about the product a chance to build while managing the supply chain so that planned releases spike increased demand and drive traffic.
Finding, sticking to and reinforcing brand positioning so that everything the company does illustrates the product’s simplicity and coolness.
Developing the product with exclusive features so that others cannot copy the design and functionality, and even if they do—the original product is perceived as better.
Keeping the details about the product under lock and key so that even developers have no idea how it really works until the launch.
Now that you know what they’re doing, does it make you want one any less? We look forward to watching the rest of Apple’s launch plan unfold, as the iPad becomes yet another product to demonstrate their launch mastery.
If you would like help planning your next launch, contact us at launch@schneiderpr.com or on Twitter @SchneiderPR.
Schneider Associates (SA) is a full service public relations firm that specializes in Launch Public Relations®. SA launches products, services, companies, and communities for clients ranging from entrepreneurial firms to the nation's largest corporations. CLICK HERE TO LEARN MORE
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Sentient Decision Science was created to bring the visionary advances from the behavioral sciences to the business community in a practical and accessible format in order to move global business forward. Sentient's mission is to become the most sought after resource for behavioral insight by providing unrivaled business advantage to their clients and advancing human knowledge on the drivers of behavior.CLICK HERE TO LEARN MORE
no high fructose corn syrup and boast 3 grams of fiber per serving for only 120 calories. Not to mention, the bread is completely crust-free, ensuring that the pickiest eaters will have no reason to dislike it.
Aside from the survey, Pepperidge Farms also participated in Evo ’11, a three-day social media conference for women in Park City, Utah, to showcase their new bread. They provided lunch for the conference on Friday, July 8th, where the new sandwich bread was a featured product. A photo op included a scenic picnic backdrop and a blow-up replica of the Goldfish mascot, Finn. Participant pictures were all uploaded onto the official Pepperidge Farms Facebook page.
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