Grocery lines put spend into design
Top UK grocery brands are increasing investment in packaging design as the slowdown in consumer spending bolsters the importance of point-of-purchase activity.
Established brands, including those owned by Procter & Gamble and GlaxoSmithKline, which have traditionally relied on above-the-line advertising, are now reviewing their packs as rising numbers of cost-aware shoppers compare products in-store.
Brands including Coca-Cola, Marmite, Pampers and Cobra have been particularly active, according to specialists.
Analysts have speculated that other grocery brands will follow suit in an attempt to achieve standout. This particularly applies to differentiating themselves from own-label ranges, which are squeezing out branded competitors.
The flurry of redesign activity reflects brands’ increased focus on in-store marketing at the expense of traditional media, a result of the economic slowdown.
Traditionally, brands that cannot afford to advertise at launch have used packaging to promote their products. Innocent recorded five years of rapid growth before its first national marketing campaign in 2004. During that period it relied on its quirky bottles as a platform.
‘The trick is to create dialogue with your in-store consumer without destroying the integrity of the brand,’ said Marc Smith, director at G2 Branding & Design.
Popsop.com
28 August 2008
Tags: Innocent, juice
