Our EVP Julie Hall teamed up with Chief Behavioral Scientist of Sentient Decision Science Aaron Reid to share the results of the 2012 Most Memorable New Product Launch survey in a Google+ Hangout On Air. Since 2001, SA and Sentient Decision Science have conducted the survey to learn which product launches make lasting impressions with consumers and find key trend data on which marketing tactics are the most influential, where consumers are learning about new products and what product attributes are the most desirable. Here are some of the key takeaways from the hangout:
1.Avoid launching a new product during an election year: Sixty-seven percent (67%) of consumers surveyed could not recall a single new product launched in 2012. This is the second lowest recall rate of the decade, trumped only by the 69% unable to recall a new product launch in 2008—another election year. Repeated low recall rates during election years suggests that it is harder for brands to break through the proliferation of political ad clutter to gain consumer attention.
2.Political ads push new product ads from consumers minds: Respondents said that four out of the last ten commercials they could remember contained political messages. This shows that in an election year, consumers are less likely to recall new product ads, either because there are simply more political ads, or that the political ads make more of a lasting impression.
3. Domestically-made products are more popular than ever: “Made in The USA” was cited by 62% of consumers as influencing their purchasing decision, a five percent increase from two years ago. “Made Locally” experienced a similar boost in influence, with 52% of respondents influenced by it, up from 48% in 2011 and 46% in 2010. MMNPL data from the past decade shows that attributes such as “Made in the USA” spike in influence during presidential election years.
4.Amazon Kindle Fire still hot after nearly a year: Amazon’s Kindle Fire topped the Most Memorable New Product Launches list with 30% of surveyed consumers remembering the launch. Other products that made the top ten were Taco Bell’s Doritos Locos Taco (#2, 18.8%), Tide Pods (#3, 15.6%), Pepsi Next (#4, 13%), Samsung Galaxy Note (#5, 11.7%), the all-new iPod Nano (#6, 10.6%), Nintendo’s Wii U (#7, 8.2%), Taco Bell Cantina Bowl (#8, 7.1%), Duncan Hines Frosting Creations (#9, 5.7%), and McDonadl’s Chicken McBites (#10, 4.9%).
5.Young & healthy at heart: Millenials are more concerned about product attributes such as high fructose corn syrup, trans fat, organic and low soidum than any other age bracket.
6. Dads are the new moms: More men are making household purchasing decisions than ever with 49% of male respondents identifying themselves as the decision-makers. And increase of nearly ten percent since 2009.
To find out other key trends that emerged from our survey data, watch the video below. To download the 2012 MMNPL Data deck, click here.
No one launches products like Apple, and you can learn a lot from their hugely successful Apple Conference 2012 event. These events have become so iconic, they have truly changed the game when it comes to press conferences.
SA’s EVP Julie Hall and marketing coordinator Noel Fisher discuss how Apple manages to build buzz and gain media attention using the very traditional press conference.
Starbucks has brewed up a new alternative to coffee or sugary energy drinks- Starbucks Refreshers. Made with green coffee extract, can these beverages give consumers the light afternoon buzz they crave? And will they be one of 2012′s Most Memorable New Product Launches?
Barilla, famous for their fresh, frozen and dried pastas, sauces and meals, has launched its first line of microwavable meals. Ready in 60 seconds, 320 calories each and 5 great flavors to choose from- will this pronto pasta be perfecto for Barilla?
USA Today featured data from Schneider Associates‘ and Sentient Decision Science‘s 2011 Most Memorable New Product Launch survey in a snapshot on the front page of the Life section on January 24th. The data showed that television viewers enjoy commercials more than online viewers, but also that the majority of consumers polled enjoy watching commercials at least sometimes.
Wendy’s made headlines this year when they launched their first fry redesign in the company’s 41-year history. Check out our video to see why Wendy’s Natural Cut Fries with Sea Salt launch campaign just might be spudtacular enough to be one of 2011′s Most Memorable New Product Launches.
With thousands of new food and beverage launches each year, new consumer packaged goods enter an extremely competitive market where it’s difficult to create a memorable impact on passive consumers. One of the recurring trends that we are finding in the CPG industry is using to catch consumer’s attention is the promise of simplification and convenience.
Food marketing expert Phil Lempert, the force behind SupermarketGuru.com, is a pioneer in news information media, specializing in consumer behavior. Here, he offers up his top five nominations for the 2011 MMNPL survey.
Aunt Jemima Frozen Breakfast
With five new microwavable breakfast foods (pancakes, waffles, entrées, sandwiches and French toast), Aunt Jemima is providing consumers with simple solutions for busy weekday mornings from a brand they already know and associate with a tasty breakfast. Calling on the slogan “Just Add Warmth,” these homemade tasting items can be prepared in just minutes using a toaster or microwave.
David’s Jumbo Sunflower Seeds
America’s favorite in-shell sunflower seeds are delicious and fun to eat anytime, anywhere, but the launch of their Jumbo Seeds is accompanied by a variety of new flavors, including Bar-B-Q, Ranch, and Chili Lime. It also exhibits new, portable packaging for convenient on-the-go enjoyment!
Dole Mixed Fruit Bowls
While most other fruit bowls contain fruit in syrup or other artificial sweeteners, Dole’s Mixed Fruit Bowls offer a healthier option, with all-natural fruit in 100% fruit juice. Awarded the 2011 Chefs Best Award for Best Taste, Dole’s Fruit Bowls are the perfect choice for a quick, healthy snack at home, in the office, or on-the-go.
Orville Redenbacher Pop up Bowl
The unique design of Orville Redenbacher’s Pop up Bowl demonstrates innovation at its finest: a microwave popcorn bag that opens on the side and morphs into a perfect popcorn bowl. By cutting out a buttery bag that only causes a greasy mess, this product has addressed the strong consumer need for convenience and simplification, ultimately revolutionizing your typical popcorn-eating experience.
Velveeta Cheesy Skillets
To address hectic family schedules during the back-to-school season, Kraft launched a new line of just-add-meat dinner kits that grant parents convenience and ease in the kitchen, allowing them to whip up a non-microwavable meal in no time. It solves the problem of wanting a home cooked meal, but not having a lot of time to prepare it. A pouch of Velveeta to mix in the meal is easier than mixing in powder, milk and butter, making this a quicker and easier option over other boxed meal kits.
People say that you can’t judge a book by its cover, but many products are judged by their packing. The right wrapper can help make a product a success. In the past year, new designs were launched for products and Pauline Hammerbeck of Brand Packaging has chosen a few she thinks could be* in Schneider Associate’s 2011 Most Memorable New Product Launch Survey.
Baby Carrots
In the Fall of 2010, Bolthouse launched a new marketing campaign for their Baby Carrots snack. The campaign, “Eat ‘Em Like Junk Food,” used brand packaging resembling that of “junk food” you usually find in a vending machine. With a crinkly plastic bag, bright colored labels, and characters on the packaging geared toward children, Baby Carrots caught the attention of many. This new packaging dispels some of the stigma surrounding healthy snacks, and allows it to compete with chips and candy.
Starbucks Logo Redesign
With its debut this past January, Starbucks redesigned the look of their logo for the third time in their 40 year history. Keeping the green iconic Siren, the company has dropped the circle around her that read “Starbucks Coffee.” Although the change has spawned some backlash from loyal Starbucks consumers, the company sees it as a marking of a milestone in their history. The Siren has stayed with the company since they first started out as a small coffee shop in Portland, Oregon, but as the company grew, it was time to update the logo with a more clean and modern look.
Diet Coke Limited Edition Can
Marking the 125th anniversary of Coca-Cola, it was a no brainer that the company was going to come out with a redesigned can. This September, Coca-Cola launched a new limited edition Diet Coke can. Although the temporary design keeps the traditional bare aluminum background, the letters D and K are blown-up so the lettering bleeds off the can, which has a sleek, clean, and modern look. Although they are a limited edition, it is unknown how long they will be available in stores.
Kraft Mac & Cheese Redesign
Kraft Macaroni & Cheese has come out with a new, happier packaging and marketing strategy with the “noodle smile.” At the beginning of this year, Kraft rolled out the new boxes that feature the smile along with updated typography, shapes, colors, and patterns. Although the redesign is a drastic change from their previous box, Kraft still retained the key elements that consumers associate with the brand, which research showed to be happiness, smiles, and joy. Kraft also wanted to create packaging that unified the different macaroni and cheese products. As a result, the noodle smile was born.
Puma’s Clever Little Bag
Puma is out to change the world with its revolutionary “clever little bag.” Puma has created a way to package their shoes without using any boxes at all. It’s a known fact that shoeboxes account for millions of tons of waste each year. Puma’s goal was to find a way to create a shoe package that was environmentally friendly. Twenty-one months and 40 prototypes later, Puma unveiled the new clever little bag – recycled paperboard box-like inserts, which are held in place by a 20 percent polypropylene bag. According to the Puma website, the reusable bag contains 65 percent less paper and reduces water, energy, and diesel consumption during manufacturing by over 60 percent a year. Puma claims the design will save 8,500 tons of paper per year, millions of liters of water and fuel, and 275 tons of plastic a year. Smart move, Puma.
Sharpie Redesign and Rebranding
Last summer, Sharpie announced their decision to rebrand itself with a new campaign that promotes self-expression. New commercials and ads feature Sharpie fans using the markers to make their own artistic creations. Sharpie has also redesigned their website and their packaging, showcasing funky artwork created with Sharpies, unlike the previous packaging that looked very utilitarian and clean cut. With 15 types of markers in an assortment of colors, Sharpie’s new campaign strategy is an effective way to reach an audience of creative people looking for a way to express themselves.
*Not all products chosen by the MMNPL expert panelists are guaranteed to be included in the MMNPL survey due to our rigorous criteria for selecting new products.
Thousands of new products are launched every year. While some products fail, others prove to be memorable launches. Domenick Celentano, author of the food and beverage guide for About.com and The Foodpreneur blog, offers his picks * for the most memorable new product launches of the year (product choices by Celentano, summaries compiled by the MMNPL staff).
Pepperidge Farm Goldfish Sandwich Bread
This past year, Pepperidge Farm introduced the bread that smiles back. Available in three varieties, this bread does not contain high fructose corn syrup and boasts 3 grams of fiber per serving for only 120 calories. The bread is completely crust-free, ensuring that the pickiest eaters will have no reason to dislike it. This product created a lot of buzz through word of mouth marketing.
Kids loved the fun shape of the bread while busy mothers loved that their kids were eating healthy.
Frito Lay All Natural Chips
Frito Lay introduced more than six dozen products made with all natural ingredients. The transition from processed to wholesome snack options is a result of rising health-consciousness among consumers. Promoting the “real ingredients” made by “real people” were key messages in this successful launch. Instead of using paid actors in their commercials, Frito Lay made a smart decision to use their employees, allowing consumers to get to know the real people behind the brand.
Triple Double Oreo
Oreo has literally taken this iconic brand to the next level. With the introduction of the Triple Double Oreo, fans of the original cookie can now indulge in the new product, which includes one layer of original crème stuffing and one layer of chocolate stuffing sandwiched between three cookie wafers. Oreo was smart to cash in on two important food trends– flavor layering and affordable indulgence. Consumers created a buzz online months before the Triple Double Oreo was released, proving once again that word of mouth is a powerful boost to marketing programs and sales.
Bertolli® Premium Meal Soups for Two
Bertolli is bringing restaurant-style food home to you. In partnership with Fabio Viviani, acclaimed Italian chef, restaurant owner and Top Chef contestant, Bertolli has released a line of soups based on Italian restaurant cooking. Bertolli Premium Meal Soups for Two are available in four different varieties. The traditional, hearty Italian soups are used for the main course rather than a side dish or appetizer. Bertolli also positioned this new soup meal as a healthy, affordable option for dinner during the recession.
Amazon Kindle Fire
Since the announcement from Amazon in September, consumers have been waiting for the release of this new tablet. The Amazon Kindle Fire allows users to watch movies and TV shows, purchase apps, play games, and surf the internet, all while still reading the eBooks they love on their Kindle. The color touch screen, features and lower price point are why the Kindle Fire is a new and potentially fierce competitor to the iPad and other tablets.
Ben & Jerry’s Introduces ‘Schweddy Balls’ Ice Cream
Fans of the popular late-night TV show Saturday Night Live are giddy over Ben and Jerry’s new limited time flavor, “Schweddy Balls.”
In celebration of the 37th season of SNL, Ben and Jerry’s decided to create an ice cream flavor after one of the famous SNL skits starring Alec Baldwin. The flavor consists of “vanilla ice cream with a hint of rum and is loaded with fudge covered rum balls and milk chocolate malt balls.” The release of this ice cream flavor in September created quite the buzz through both word of mouth and the media. This ice cream was talked by main stream media for about a week shortly after it was released, and then again in October when parent groups called for it to be removed from store shelves. Schweddy Balls may not be on the market for long, but many people are sure to remember the launch of this delicious product, specifically because of the controversy that surrounded it.
McDonalds Frozen Strawberry Lemonade
McDonald’s Frozen Strawberry Lemonade – the perfect drink for summertime. Released in May, the drink is made by blending together a lemonade base, strawberry syrup on the bottom, and ice. Sales were strong and proved that McCafe, isn’t just for coffee and smoothies anymore. Backed by a huge integrated marketing campaign, no wonder this cool drink should be considered for the most memorable product launch.
*Not all products chosen by the MMNPL expert panelists are guaranteed to be included in the MMNPL survey due to our rigorous criteria for selecting new products.
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
Sentient Decision Science
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
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Marking the 125th anniversary of Coca-Cola, it was a no brainer that the company was going to come out with a redesigned can. This September, Coca-Cola launched a new limited edition 
