June 15th, 2011 By Jack Morton
I’ve been thinking a lot lately about the world of consumer package goods and the relationship consumers have with products that they purchase everyday. Some of my thoughts are around moms that are heads of households whose job it is to manage tight budgets, while assuring that the house is packed with the necessities as well as treats for the youngins. These moms might opt for low-cost private label brands to save money, rather than buying the “name brand” product. Therefore, it’s becoming more important that name brand products work harder for attention than cheaper alternatives.
Another thought I have is around the role of sexy packaging and the cachet of some products that people ultimately gravitate toward just for those reasons. I myself feel a bit high-end drinking a bottle of Fiji water as opposed to a Poland Spring. I know you do too.
Other thoughts are around the role of celebrity, brands, and packaging and remembering how I only wanted to eat Wheaties cereal when I was a kid. Guess why? Two letters…MJ.
And staying on the topic of celebrity and CPG brands for a moment, like the Wheaties and Jordan days, how impactful are celebrity endorsements on consumer purchase decisions these days?
I’ve come across several brands that have actually done well for themselves recently by aligning with the right celebrities at the right time. Take for instance Glaceau: the small Queens start-up beverage company managed to make a significant impact in the world of ‘enhanced waters’ with their unlikely celebrity link. 50 Cent helped take Vitaminwater to new heights with his endorsement, allowing Vitaminwater to gain visibility in the music space and opportunities to engage with music fans. In 2007, Coca-Cola bought the company for $4.1 billion.
And these days it seems like it’s all about visibility for CPG brands, whether it’s via celebrity endorsements or store-promos. As people are thinking more price over name brand, and competition increases, visibility brings brands into the conversation and drive consideration. Some brands are desperately strategizing with different tactics to gain visibility like incorporating technology into their packaging that make cereal boxes light up on store shelves. Check it out.
And though many CPG brands will continue to be synonymous with one thing or the other which will do half the job for them, the brands that are smart(er) about how they gain visibility among consumers will ultimately win.