Cosmetic Changes

Labels & Labelling, August 2012

‘Recessions change the relationship between brands and their consumers,’ says Amy Bridgman, Director of creative and strategic brand planning consultancy at pi global.

The good news is that while other markets are experiencing a downturn in sales, consumers are still splurging on cosmetics to treat themselves. Bridgman explains, ‘A powerful reaction to lean economic times is “the lipstick effect” where, still needing to reward, consumers are seeking out smaller ways to make themselves feel special. Cosmetics and toiletries are the perfect solution. A new lipstick, beautifully packaged, can reward as much as a new outfit or handbag, without the financial guilt.’

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Packaging design grabs attention

Beverage Industry, April 2012

In the grocery aisle, the competition can be fiercer than a finale of “Project Runway,” the fashion design reality TV competition. Products are lined up next to their competitors with little to no opportunity to express why they should be the consumer’s choice. In food, drug, convenience and mass merchandise channels, one of the best ways to grab the consumer’s attention is with packaging design. … Continue Reading

Continuation on a theme — Q&A with Steve Kelsey

January 2012

Further Q&A with Steve Kelsey, Strategic Innovations Director relating to last month’s article ‘Something to Shout About’ published in Foodservice Footprint magazine. We continue to look at the difference in the progression of sustainability programmes between the consumer facing brands and the unbranded ones, like large caterers.

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PS: I ‘like’ you

For years, companies such as Nike and Apple have used ‘product seeding’ to introduce new products to a select few - mostly this creates a big buzz turning the new product into an authentic talking point thus leading to a potent WOM (Word of Mouth) campaign. Celebrity endorsement and product placement are the most commonly used techniques for ‘product seeding’ but there is a new trailblazer– Facebook. … Continue Reading

A winning combination

India’s favorite chocolate, the world’s favorite biscuit. Put the two together and you have a winning combination.

The entire snacks and biscuits category in India is about to be given a shake-up with the launch of Oreo under the Cadbury umbrella brand. Cadbury is a much loved heritage brand in India. It appeals across demographics and social class from the very young to the very old, from the very rich to the very poor, from the traditionalist to the modernist. Every Indian remembers their favorite Cadbury ad especially the ‘Real taste of Life’ campaign with the girl dancing on a cricket field, one of my favorites. Today, in India, Cadbury has become a generic for the word ‘chocolate’. … Continue Reading