Win the new, keep the old

17 April 2009



Revitalising the product by presenting it with a new design or package helps attract new customers while retain existing ones, says Jeff Michon


Packaging visuals have to compete for a potential customer’s attention in a short space of time and without complex advertising – making getting that attention an increasingly challenging task. When sales are struggling and the brand is not attracting new consumers, an element of this can be attributed to packaging.

Established brands tend to remain in a comfort zone, sticking to what they know. This is particularly the case in a fixed or niche product range that has been around for a while, using the same promotions year on year. In this instance, products become dated – and will be perceived by customers as dated. It’s essential that a brand’s image and packaging is kept up to date and relevant to its target audience so as to ensure continual sales growth and not slip into stagnation.

Unfortunately, examples of dated, ineffective packaging designs are still common. Packaging designed five years ago will struggle to attract attention ahead of more modern competition. This is often the case in markets where competition is limited, such as DIY. Take wood dyes for example; very few brands compete in this area and new products are rarely launched. Therefore packaging is updated infrequently.

Revitalising the product by presenting it with a new feel, graphic design or package form will help catch the eye of existing customers, and open the product up to new audiences. However, be careful not to redesign the product too radically as this can erase positive brand equity with loyal customers. A packaging revamp should be considered every two to three years and in sectors such as fast moving consumer goods (FMCG), which launch new products regularly, packaging should be refreshed more frequently.

In-store product placement can heavily influence package design, so it is important to note where the product is located among competitors. In sectors where it is rare to see new entrants to the industry, a packaging refresh might put a product ahead of the competition, whereas in an FMCG market, such as toilet rolls or pasta sauce, a redesign might simply keep products on a level playing field with developing competitors.

Another common oversight when a product’s packaging design has remained unchanged for a length of time are the demographics for the product itself. To go back to a DIY example, ten years ago such products were almost solely aimed at men, whereas today women purchase nearly as many goods in this sector. If the packaging hasn’t been updated for a considerable length of time and sales are slow, the target audience may have changed and the design should reflect this.

Taking into account any changes in audience, the packaging’s copy also needs to be on message and up to date. Has there been a change in legislation? Perhaps the product has achieved a certificate of industry compliance, which should be communicated to consumers.

A design refresh can provide a much needed spark that allows it to better compete with other companies, without alienating or confusing a current customer base.

CASE STUDY

Creative agency Michon was tasked by Ronseal to redesign the packaging for its entire Thompson’s range of DIY products. Traditionally, the Thompson’s brand had strong appeal with DIYers and builders but its product range hadn’t been updated for a considerable length of time. Ronseal made this a priority in order to help boost sales. Using this refresh as a platform, Thompson’s aimed to strengthen its appeal in both the serious DIYer market, and the building sector. Thompson’s wanted to do this while retaining its loyal customer base and the trade credentials traditionally associated with the brand.

Michon refreshed the brand by modernising the logo, photography and packaging of the entire Thompson’s range. To ensure products appealed to a broader audience, the packaging was given a premium look and feel. “The imagery was changed to a simpler and more customer friendly focus, to portray exactly what the product is and what it does. The final result was a much stronger pack with greater appeal for the target users,” says Michon. To maintain the brand’s positive equity so that existing customers could still recognise the brand, the logo was kept in italics to retain an element of the original design.

The copy was refreshed so it clearly explains the essential functions of the product and sets a balance between targeting a DIY customer and the experienced trade professional. “The new range has been received very positively and has achieved a three-fold increase in distribution. It has also benefited from substantial sales growth in what is a mature and static market,” Michon claims.

Jeff Michon is Managing Director at Michon


The Thompson's brand was refreshed with a modernised logo, photography and packaging, while retaining its original identity

The Thompson's brand was refreshed with a modernised logo, photography and packaging, while retaining its original identity The Thompson's brand was refreshed with a modernised logo, photography and packaging, while retaining its original identity


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