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: Starbucks Refreshers

August 27, 2012

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?



Video Webinar: The Most Memorable New Product Launches of 2010

March 12, 2011

With more than 40,000 products launched each year, how will your product stand apart from the competition? This video webinar reveals the strategies and tactics smart marketers used to achieve top ten status in the ninth annual Most Memorable New Product Launch survey (national consumer sample).

Click image or click here to watch

In the video, Launch Expert and Author, Julie Hall, and Chief Behavioral Scientist, Aaron Reid offer insights on:

• The five “must-do” marketing tactics influencing consumer purchasing today
• Easy ways to use social mediums like Facebook and Twitter to improve the awareness of your new product launch
• Top sources of information that almost all consumers use to learn about new products
• Emerging trends in 2011 that will influence consumer choices and certainly impact your new product launch


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.

.

 

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.

.

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.

.

*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.


Starbucks Plans to Launch Instant Coffee

February 18, 2009

Starbucks Coffee LogoIn a time of job cuts and home foreclosures, a $4.00 latte is one indulgence that some Americans are willing to forgo. Although Starbucks’ premium lattes are what made the coffee shop famous, the premium prices are now hurting its profits.

Competition with places that sell cheaper coffee, such as Dunkin Donuts and McDonalds, has pushed Starbucks in the direction of more affordable beverages.

Starbucks plans to launch its new line of instant coffee, Starbucks Via, next week. Although the launch was supposed to be kept secret until February 17, executives leaked the story to Advertising Age, and now it’s appearing everywhere, from blogs to Fortune magazine, to the Wall Street Journal.

According to Fortune, stores will begin selling Starbucks Via, which is powdered coffee that just needs hot water, as early as next month. The product will be sold in packets that come in packages of three for $2.95 or 12 for $9.95. As a result, consumers will be able to have a cup of Starbucks coffee for under $1.00.

If the taste is the same as regular Starbucks coffee, Starbucks may have created one of the most memorable products of 2009. If the taste isn’t comparable to its original brew, the product will disappear.

Unfortunately, many people have negative biases against instant coffee that may discourage them from trying Via. A Wall Street Journal article explains, to counter the problem, Starbucks went through hundreds of versions to replicate its signature brewed coffee taste and plans to heavily push samples to consumers. In addition to sampling, it will be interesting to see how Starbucks positions and promotes this new product launch.

Will an inexpensive, instant version of America’s favorite luxury coffee sell? Or will people continue to indulge on their more expensive favorites? Does this campaign require re-educating consumers about the great taste of instant coffee?