Most Memorable New Product Top 10 Countdown

November 18, 2008

Traditional Press Release

Social Media Release

2008 Most Memorable New Product Launch Press Release

November 18, 2008

Recession “crunches” new product recall to all-time low

Most Memorable New Product Launch Survey finds Wii Fit most remembered by Americans; other new technology products and twists on familiar brands also recognized

Chicago (November 18, 2008)—Advertisers and brand managers have new challenges to face as Americans are less aware of new product launches than ever before. That’s the key finding from the seventh annual Most Memorable New Product Launch Survey (MMNPL), conducted by Schneider Associates, Mintel International and IRI.

When asked about new products from 2008, 69% of survey respondents could not remember a single new product launched during the year. Even the most memorable new product of 2008—the Wii Fit—was recalled by only 22% of respondents in aided recall*. Rising food and gas prices, fear of economic recession and attention-grabbing political campaigns are all to blame:

“2008 was a year of distractions, with the average American’s attention pulled in many different directions simultaneously,” comments Lynn Dornblaser, Director of Trend Insight at Mintel. “The fervent presidential campaigns and election genuinely excited many voters. But even more, we saw people deeply impacted by the financial crisis. From higher food prices to unemployment to housing scares, economic struggles seriously affected the way many people lived this year.”

Char Partelow, Senior Vice President, Panel Consulting Group at IRI noted that Americans have cut back on spending, making them inherently less aware of new products. “Because many people can only afford the basics, they’re sticking to what they know, products and services that bring them comfort. We found that ‘a trusted brand name’ ranked as the number one quality respondents looked for when buying new products. Many Americans are simply less interested in ‘risking it’ on a new product.”

“Sticking to what they know” explains the prevalence of familiar food and drink brands on the MMNPL survey winners list. Of the products most frequently remembered in aided recall*, five were new twists on familiar food and drink: Bud Light Lime, McDonald’s Southern Style Chicken Biscuit & Sandwich, Kraft Mac & Cheese Crackers, Gatorade G2 and Yoplait Fiber One. “Consumers recalled new product launches from brands they know and love. McDonald’s, Kraft and Bud Light are trusted brands that gave people a new variation on something familiar,” comments Julie Hall, Vice President, Schneider Associates.

For the second year in a row, technology products featured prominently on the MMNPL winners list. The Wii Fit and iPod Touch were numbers one and two, respectively, and MacBook Air and Rock Band were represented in the top 10 memorable launches.

The Most Memorable New Product Launch Survey was conducted online among 1,000 respondents aged 18 and over during September 2008. Given a list of 50 new product launches from 2008, people most commonly remembered the following:

1. Nintendo Wii Fit (recalled by 22% of respondents in aided recall*)
2. iPod Touch (16%)
3. Bud Light Lime (15%)
4. McDonald’s Southern Style Chicken Biscuit & Sandwich (14%)
5. Kraft Mac & Cheese Crackers (13%)
6. KY Yours + Mine Couples Lubricant (12%)
7. Gatorade G2, Yoplait Fiber One (11%, two-way tie)
8. MacBook Air, Rock Band, Burger King Apple Fries, Neosporin Neo To Go!, Kraft Bagel-fuls (8%, five-way tie)

For more information on the survey or to learn more about the results, visit

*For aided recall, Mintel gave survey participants a list of 50 new grocery, personal and beauty care, technology and toy products from 2008. This list was selected in advance by Mintel, IRI and Schneider Associates.

About Mintel International
Mintel International is a leading global supplier of consumer, product and media intelligence. For more than 35 years, Mintel has provided insight into key worldwide trends, offering unique data that directly impacts client success.

About Schneider Associates
Schneider Associates is a full-service marketing communications agency that launches products, services, companies and communities. and

About IRI
Information Resources, Inc. (IRI) is a global leader in providing consumer, shopper, and retail market intelligence and insights supporting 95 percent of the FORTUNE Global 500 consumer packaged goods (CPG), retail and healthcare companies.

Patrick Richardson
Schneider Associates
(617) 536-3300

Click here for a PDF version of the 2008 MMNPL Press Release.

Most Memorable New Product Launch Preview: Nintendo Wii Fit

November 7, 2008

Here is the fourth of five preview videos of this year’s potential Most Memorable New Product Launch finalists.


New Product: Nintendo Wii Fit

June 18, 2008

Nintendo has been on the cutting edge of creative gaming since the launch of the Wii and they have taken it one step further with the release of Wii fit. The Fit is an interactive game aimed to help the user reach a higher level of healthy living. In the United States the game sold out immediately after its release on May 19, and has not been found anywhere since. Nintendo recorded a high amount of sales in Japan and Europe as well, but nobody expected such a strong response in the States.


Apparently, the Fit is exactly what Americans need to stay in shape. The game replaces the trip to the gym and packed yoga classes by offering an interactive experience with the use of the Wii Balance Board. The game features virtual trainers who lead users through balance, yoga, aerobic and strength-training workouts.


The game has seen some controversy since coming off the shelves, as it calls certain users “overweight.” And while I am sure that this is true in some cases, no one wants to hear a video game tell them that they are unhealthy, especially when it cost them $90.


Despite the possibility of negative press for the game, Nintendo has certainly hit the jackpot with this release. It is the only game of its kind and it aims toward a healthier life style, which is a serious concern for many Americans. As the country attempts to become more health conscious, Nintendo has responded appropriately with the Fit. Maybe, next, we will see a “Go Green” video game where the user can focus on developing a more environmentally friendly life for him/her self.