6 Key Learnings from the 2012 Most Memorable New Product Launch Survey

March 7, 2013

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.


Launch of the Week: Barilla Microwavable Meals

July 27, 2012

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?


Downy Launches New Unstopables: In-Wash Scent Boosters

September 19, 2011

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?


MMNPL Expert Panelist Char Partelow of SymphonyIRI Group Nominates Products for the 2010 Survey

November 4, 2010

From outdoor billboards to flat screen TV’s in malls, shoppers are constantly bombarded with advertisements. Few stand out and those who rise to the top must exhibit an innovative, creative marketing strategy to draw attention. Consumer packaged goods expert, Char Partelow of SymphonyIRI Group, offers her nominations* for the most memorable new product launches of the year (product choices by Char, summaries compiled by the MMNPL staff).

KFC’s Double Down Sandwich

In April, KFC launched a limited time bun-less Double Down sandwich scheduled to be discontinued in May but the Colonel had another thing coming. It quickly became a national sensation, and due to popular demand, it has no expiration date. Rivaling conventional burgers, the Double Down offers two pieces of bacon, and two slices of cheese, drizzled with sauce and held together by two chicken filets (grilled or fried).

Jello Mousse Temptations

Jello’s not just for kids anymore. In July, Jello created a new Mousse dessert item, offered in three flavors: Caramel Crème, Chocolate Indulgence, and Dark Chocolate Decadence. For the calorie conscious, this dessert is only 60 calories per pack and its convenient packaging is great for parents on the run.

Pretzel M&M

An interesting twist to the M&M line was launched this past May. The new candy incorporates a crunchy pretzel inside milk chocolate inside a colorful candy shell. A confused orange M&M was the dumbfounded ‘spokescandy’ for the media promotion, using an x-ray to see inside his crunchy exterior and reveal the pretzel inside.

Bud Light Golden Wheat

Last fall, Anheuser-Busch introduced a new line to the Budweiser/Bud Light label, Golden Wheat. This tasty beer was supported by a creative ad campaign and aligns with the Superior Drinkability slogan, offering a flavorful alternative in a light beer.

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Mountain Dew DEWmocracy2

In a DEWmocracy, the people rule. Mountain DEW launched a revolutionary marketing campaign involving social media and grass roots tactics to entice consumers to vote for their favorite flavor. The three flavor finalists were Mountain DEW Distortion, Mountain DEW Typhoon and Mountain DEW White Out which hit shelves in April. The winner was Mountain DEW White Out which became the new flavor for the brand.

Starbucks VIA Instant Coffee

Starbucks, a giant in the premium quick service coffee category, is testing the grocery aisles. VIA is Starbucks first on-the-go instant coffee packet which hit store shelves last fall, surprising competitors and constituting a bold leap for the brand.

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Apple iPad

What can they think up next? Apple launched the iPad in April, thrilling fans and stunning competitors. The iPad has the interface of an iPod touch with the functionality of a portable PC. Fully-featured, it can do it all with hundreds of thousands of available apps. Made completely with environmentally responsible products, the iPad is as eco-friendly as it is innovative. Beating analysis’s expectation, the iPad sold 3 million units in the first eighty days it was released.

Kleenex Hand Towels

Kleenex introduced an alternative to household wash towels this past March. The one-time-use hand towels were made to keep bathrooms and kitchens sanitary and safe. Offering a soft texture and dry-touch fibers in every sheet, Kleenex has created a practical towel alternative.

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*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.

For more information on Char Partelow, please visit out expert panel page.
For more information on upcoming MMNPL products, see our Twitter handle, @MMNPL.


Most Memorable New Product Launch Preview: Dove Care + Men

November 3, 2010

Patrick Richardson, Director of Integrated Marketing at Schneider Associates, presents Dove Men + Care. With Dove’s new integrative campaign targeting a male audience, Dove isn’t just for ladies anymore. Will Quarterback Drew Brees bring this campaign to the top? Check back soon to find out!


The Palm Pre vs. The iPhone 3GS

June 16, 2009

iPhone vs Pre

The first week in June was huge for techies and Smartphone lovers, as two of the most highly anticipated launches promised both fierce competition and delight for users. On Saturday, June 6th, Sprint users lined up for the Palm Pre Smartphone. In the 1990s, Palm led the way with handheld computers and made headlines with the Palm Treo, but recently Palm has been overshadowed by Apple’s iPhone and Research In Motion’s (RIM) Blackberry. Palm hopes the launch of the Pre will help reestablish brand relevance. Just two days after the release of the Pre, Apple unveiled the iPhone 3GS, which becomes available June 19. Palm and Apple are both sure to advertise heavily, but are embarking upon two different strategies.

BREAKDOWN: Palm Pre vs. Apple iPhone 3GS

Palm Pre and the iPhone 3GS have been trending topics on Twitter for the several weeks. Palm was quick to use social media in its marketing campaign, launching the Pre on Facebook. The visually stimulating, 60-second ad, shot in China with a Zen-like theme, plays on viewer emotions and demonstrates how the phone can manage the user’s life with ease using the breezy, glide-touch screen.

Ad executives unofficially estimated that Palm spent $50 to $75 million on its ad campaign, but are also relying on the buzz created on social media networks, such as Facebook and Twitter, to amplify the chatter about the product. Sprint (Pre’s carrier) has even plugged Twitter into their “Now Network” campaign, hoping to appeal to early adopters on social media sites.

Apple, already a dominant presence, holds 20% of the U.S. Smartphone market, second only to Research In Motion (RIM) which holds 55%. In 2008, Apple spent $486 million on advertising, and it’s safe to assume with the rise of the iPhone 3GS, 2009 will follow that trend. Apple hired movie director, David Fincher (The Curious Case of Benjamin Button) to direct the advertising for the 3GS, which takes center stage in the commercial, unlike the Pre in Palm’s spot. Currently, Apple does not maintain a presence on Twitter and its advertising far outshines their Facebook Page.

With society becoming more active in social media, but still engaged by traditional PR and advertising tactics, which launch to do you think will be more successful? Is it the campaign or the product that will win the day?