Kellogg’s turns back time for Jubilee packs
Kellogg’s cereal packaging is turning the clock back 50 years to mark the Jubilee.
The company has unveiled a range of limited edition collectors’ boxes inspired by Kellogg’s drawings dating back to the 1950s, when the Queen ascended to the throne.
The line-up, which will be available from 22 April to 25 June, includes the first ever Coco the monkey design for Coco Pops and the original Snap, Crackle and Pop characters on Rice Krispies. Corn Flakes and Frosties are also getting Jubilee makeovers.
“Royal memorabilia can be a valuable marketing tool and we can help retailers by offering these limited edition boxes” said Kellogg’s marketing controller Paul Humphries.
“There is only a small number available, so once they’re gone, they’re gone.”
New York Bakery Co shortlisted for awards
We had some exciting news that our client, New York Bakery Co have been shortlisted in the FMCG category of the 2012 Marketing Week Engage Awards.
Having worked with the New York Bakery Co team for many years we are delighted for them. The successful relaunch of the new pack design saw an significant increase in their sales, 84% in 12 weeks. Now thats the way brand design should be!
Winners are announced on the 22nd May so fingers crossed!
Exceedingly good…cake
Mr Kipling’s is giving away free cake around the UK until 4 April, and not the traditional way of being handed out by promotional staff, instead bus shelters are giving them away. By pressing a button, a hungary passerby can fill his or her tummy with the sweet taste of a Kipling cake.
As stated by Michelle Wilde, brand director for Mr Kipling said, “A slice of cake when you least expect it can bring a moment of joy to your day. Mr Kipling Snap Pack cakes are perfect for bringing that little piece of happiness for you to take and eat on the go.”
And the best way to spread happiness is giving away cake, and what a great idea to get people talking about their brand.
Now where is one of those bus shelters!
The world of make believe
It would be the most amazing pop-up book if made with these 3D paper works of art by Ingrid Siliakus, Hours could be spent dreaming up stories! It would be even better if there were little paper people to use, and well the list could go on.
Name that….character
Designer Wonchan Lee has taken well known Pixar characters and using only a small visual cue, presented them as a series of posters in a way that the characters can be instantly identified by anyone who has watched the cartoons. Predominately they are mainly of the eyes and as the blogger on Co Design pointed out, the eyes must be ‘the entire secret to Pixar’s aburdly lovable, memorable protagonists.’
Along with the recognition is the emotional association felt to that character – sadness when Wall-E loses his friend or the tear inducing moment when Nemo is rejoined with his dad. Hands up anyone who hasn’t shed or held back a tear during any of these stories!
Similar projects have been carried out where famous brand logos have been stripped down to their bare skeletons – it might be a colour, a shape or a letter. As with these Pixar posters, people recognise them and have feelings, memories and stories associated to those brands. It shows how powerful a brand can be when it has a great story behind it.
Shopper Experience – Vision of the future
Starbucks’ have revealed their new concept store in Amsterdam. Using local designers, reclaimed materials and taking inspiration from the local culture, this store doesn’t look like the typical Starbucks on our high streets. Its quirky, looks inviting and not superficial.
As pointed out in Marketing Week recently, the chief executive of Greggs commented that the way to save the high street is for shops to be exciting with really great customer service so that people would buy from them, instead of shopping online. The article then points out that retailers should consider the fifth P of marketing – Premium Shopper Experience. As cited in many blogs and articles, the Apple stores revolutionised the store concept offering a unique branded experience. Many fans would testify to the uplifting feeling of knowing that the Apple brand understands them, being able to talk with like-minded staff who applaud the new Apple owner.
Starbucks’ are offering a environment where people can relax, interact and be part of a community – an experience that people can take part in. If the store receives a warm welcome the concept will be rolled across Europe so keep a look out. The high street does needs to re-invent itself and it will be interesting to see how others respond.
The Shopping Experience
Recent research by Market Force found that most shoppers are not satisfied with the level of customer service they are receiving. A worryingly low 2.69% left satisfied from clothing retailers.
Consumers shopping behaviours are changing and the way they engage with brands is different. Consumers now spend more time researching before they make a decision and can choose where and how they interact with a brand. But with many decisions still made in-store the physical retail experience needs to match consumers expectations. This report highlighted that many consumers felt there was a lack of interest in their needs and wants and so nothing was bought.
Every interaction the consumer has with a brand is crucial. And even though consumers are spending more on-line, the physical in-store experience can never be replaced. It is a place for people to find new products, to interact and explore. As high street shops are shutting down every day, it is even more necessary to make sure these interactions count and the consumer walks away, happy that the decision they made was the right one. People complain when they have bad service at a restaurant, a dirty hotel room and there are many forums such as trip advisor for these complaints to be made in. Why should the physical retail environment not be treated the same way? Though being approached 10 times during one visit by an over friendly assistant might be excessive, by listening to and understanding what consumers want would be a step in the right direction.
A big well deserved congratulations goes to Matt Foulger, one of our Touchpoint creatives.
His particular attention to detail and an eye in making the non-conventional a thing of beauty has landed one of his photographs in this months Digital Photo magazine.
Well done Matt!
Is technology moving too fast for consumers?
Brands and retailers are increasingly using QR codes on product packaging and other mediums with the intention to connect and engage with their consumers through quicker and better access to information, deals and other innovative uses. It appears to be all the rage in marketing and communications campaigns.
But only 36% of consumers understand what QR codes do with only 11% ever having used one, according to research carried out by Simpson Carpenter.
Most products come with instructions, even for the most simplest of items but QR codes are being added without educating the consumer on its purpose or how to access it. QR codes are a great call to action and it would be a shame if consumers do not crack it. As with all change, the more information available the more accepting the user. So adding more information alongside the code may at first take away the designs simplicity but being understood and adopted by consumers outweighs it.