Tag Archives: brand renewal

“Sweet” Success & New Product Packaging

Ditch The Box | Episode 8.12 |

For 95 years, Fannie May has been one of the most prolific producers of confections, using chocolate candies as an integral part of celebrations around the United States. The company, owned by 1-800 Flowers, is made up of three distinct brands that create a trifecta of sweet treats, putting a modern spin on classic candies that have been purchased across the country for gifts, party favors, and personal snacks. Fannie May is no longer making its mark just with brick-and-mortar stores throughout the U.S. – the brand is experiencing its largest growth through ecommerce, and with this comes a whole new set of challenges, demands, and opportunities for exciting new product launches and marketing strategies.

Joining us on this week’s episode of “Ditch The Box” is Kevin Coen, President of Fannie May Fine Chocolates and Harry London, who gives us the inside scoop on the company’s 95th anniversary celebrations and how it is making customers part of the experience.

Kevin has been highly successful in the retail, wholesale, ecommerce and distribution business with companies such as Lindt Chocolate, Swarovski, and Filene’s. He also collaborates on some projects with sister brands Lindt & Sprungli and Crabtree & Evelyn. This has put Kevin in the perfect position to refresh Fannie May’s offerings by keenly observing competitors, trends, and consumer behavior and introducing innovative new products and practices that make Fannie May one of the most exciting modern candy manufacturers.

Kevin says the company is always testing new flavor combinations and looks for opportunities to offset its branded business with private-label products. In addition to introducing unique treats, the company also focuses on retooling its packaging to become part of the overall customer experience. Kevin explains there are four key behaviors surrounding consumer need: self-consumption, sharing, everyday gift, and seasonal. Each of these intentions helps drive new products and new product packaging by taking into consideration where these behaviors drive customers to go. This determines the distribution point for certain products, which also influences the product packaging.

The company’s special new 95th anniversary new product packaging was built around the sharing and self-consumption consumer behaviors.

The packages put a modern twist on the company’s classic branded tins, offering bold new colors and structural designs that stand up on shelves and show off realistic photos and graphics that appear on the outside of the new lightweight containers. Kevin explains the company conducts a lot of research on consumer purchasing decisions and where the brand needs to position itself in the marketplace before they put the candy packaging out on shelves or online.

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The brand wants to set a market instead of following what the market is doing, but they are highly selective about the times in which they do conduct a design overhaul or rebranding. Kevin says it’s all about noticing when and where you can move the brand forward and not pushing the envelope too much because loyal customers will begin questioning your values and identity. People get familiar with the look and feel of a company’s product packaging, and brands only have one shot to make a good impression. New product packaging should be able to attract younger customers with different values and purchasing behaviors while still maintaining the integrity of the brand and the product inside.

Kevin explains retailers like Fannie May must be sensitive to what makes their products compelling, whether it’s the taste, ingredients, freshness, or a combination of all of the above. They must then make sure the right candy packaging protects it. Consumers should feel like the product came right of the production line, and packaging is a key component in maintaining the stability of any perishable goods. Packaging delicate candies offers a more limited set of options because the product must be highly protected from damage or outside contaminants. If the product doesn’t look or taste like the brand promises it does, you’ll lose consumers’ trust.

A product’s quality is sacred to a brand – it’s their equity, and they should never compromise on ingredients or presentation.

So many companies today try to make up stories to make noise in the marketplace, Kevin explains, but Fannie May doesn’t have to. The brand has a legacy of understanding whom they are talking to, selling to, and what channels consumers are making decisions from. Not losing the essence of what the classic brand is all about is important. Fannie May is embarking upon exciting social media and in-store marketing experiences to include customers in its 95th-anniversary celebration, and there’s no doubt its new product packaging has aided in the festivities and is drawing in customers to the company’s delicious confections.

Brand Recognition Lessons from BK

There is a trend sweeping the fast food industry, and it’s not just incorporating healthier ingredients into their menu. Rebranding and refreshing with food packaging redesign has become a key focus for many restaurants in the U.S. and beyond.

Some of the largest chains, like McDonald’s and KFC, are testing out new food packaging options to make their products more easily portable and recognizable.

Burger King is the latest fast food giant refreshing the design and graphics of its bags and containers to establish itself as a more uniform brand on a global scale. With more than 14,000 restaurants in over 100 countries around the world, it’s important for brands like Burger King to be easily identifiable no matter where customers travel.

Brand recognition is incredibly important for marketing your food product and building customer loyalty.

Brand Recognition

With myriad options available, customers specifically look for the colors, logos, and graphics they associate with the companies and products they know and trust. Cohesive branding helps companies evolve for a better customer experience. It’s how brands begin building an iconic image that grabs consumers’ attention and keeps them returning to the products they love. Upgrading your food packaging design can be tricky, however, as too much change too quickly can be alarming and off-putting to customers.

 

Brand Recognition
Burger King’s Packaging

Burger King’s brand refresh can teach other food manufactures important lessons in maintaining the popular designs customers know while fine-tuning its graphic and structural elements to stay current in the 21st century. BK’s new packaging design features natural, handcrafted type with a modern, minimalist color scheme. The new graphics look like they were printed from rubber stamps, giving the bags the same feel as the food packaging one would find in a smaller mom-and-pop shop. Words like “fresh” are incorporated all over this new packaging, clearly communicating to customers that BK is committed to serving quality ingredients. This is a key step in changing people’s perception about fast food as a whole.

Companies can take a cue from Burger King in their packaging designs by focusing on natural materials and simplistic graphics that retain the ability to stand out and catch people’s attention upon first glance. The key is to build that brand recognition, and the first step is choosing food packaging with high-quality structural elements that best serve as the perfect backdrop for your images and logos.

At StandUpPouches.net, we supply flexible retail packaging to a wide range of clients in the food industry who choose these pouches for the strong material options and use of water-based inks. The printing process used for this type of food packaging is more advanced than traditional methods, allowing graphics and colors to really pop.

When refreshing your food packaging to help create a more uniform, cohesive brand, your company shouldn’t go at it alone. To build brand recognition, work with a trusted supplier – and a creative, forward-thinking designer – to help perfect your package and get it in the hands of customers quickly. Food packaging should be considered a key part of your brand’s marketing, and it’s an important way to get your product out to consumers across the globe.

(Image Source: http://www.thedieline.com/)