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.


USA Today Announces the Most Memorable New Products of 2012

February 19, 2013

USA-Today-2-18-13

 

Yesterday, USA Today featured the results of the 2012 Most Memorable New Product Launch (MMNPL) survey in a snapshot on the front page of the Money section. The snapshot announced the top five most memorable new products of 2012 according to our  survey. Amazon’s Kindle Fire topped the list with a surprising 30% of respondents remembering the product launch, even though it had been almost a year since the Kindle Fire first hit the market. Taco Bell’s comeback was solidified by the Doritos Locos Taco coming in at the number two spot, followed by Tide Pods, a launch whose huge marketing budget clearly made and impression on consumers. Pepsi Next, the reduced calorie soda, and the Samsung Galaxy Note smartphone rounded out the top five, showing that soda can still compete with big tech products when it comes to making a connection with consumers.

Stay tuned for the release of the full results of the 2012 MMNPL survey, including key consumer purchasing behavior insights.


Gatorade G2: A low calorie hydrator

September 26, 2008

G2_3By Maria Garcia

Schneider Associates

Faced with the steady decline in sales of carbonated drinks, Pepsi Co is looking to make a splash with Gatorade G2, the brand’s biggest product launch in six years. G2, a new low-calorie version of Gatorade, is being marketed as an “off-the-field hydrator,” designed for athletes to drink when they’re not training or competing.

The launch is being supported by a massive integrated marketing campaign, as Pepsi hopes to make an impression amongst the hundreds of beverages that launch yearly in the US.  Besides a prominent television ad campaign, G2 is also being promoted with print advertising, digital components, retail, sampling and cause-marketing efforts.

G2 was announced in early September 2007, but didn’t hit stores until early 2008. Fifteen-second teaser ads showing unknown pairs of legs walking through a city that slowly morphs into a baseball field and a basketball court, started appearing in December.

The full length ads, created by Element 79 Partners in Chicago, debuted during Super Bowl XLII. The agency explains that the ads are meant to show that many times the game extends beyond the field and into a sports player’s everyday life. The spots reveal that the legs in the teasers actually belong to Miami Heat’s Dwayne Wade and New York Yankees’ Derek Jeter, who appeared saying “The next game begins when the last one ends.”

The ads are part of a larger marketing effort launching G2 and will also include spots starring Peyton Manning and Maria Sharapova.  Here’s the ad Gatorade will used to launch G2 during the Super Bowl:

Gatorade has actually tried to sell a low-calorie drink before, Gatorade Light, which failed to gain an audience when it launched in 1990.

With today’s consumers looking for more drink options, do you think G2 will succeed where Gatorade Light failed?