Nailing that listing pitch.
It’s surprising how many food or drink brands with a great product or NPD idea fail to get that listing. There are many variables that come into play here – existing relationships and range windows to name just a couple! But there are also definitely some critical things to consider to help wow buyers. It’s easy to overlook some of the below in the often rushed build up: Presentation is key – top digital quality 3D visuals, including POS and examples of fixture will ignite imagination. Even better still, as close to real finish mock ups as possible, get it in their hands! Get your help make your pitch wow – (not everyone has the luxury of an inhouse design team). Bringing it to life visually with animation to help engage and communicate brand message is not something they will see every day. Demonstrate how you will support the brand to give confidence in growth beyond the product and launch. Make sure the commercials stack up – what’s in it for the retailer, what are their margins? It may sound obvious but proving demand for your product and the size of prize can surprise. Not everyone has access to good data! Be clear on how your product fits with their strategy, both retail and sustainability wise, helping tick those boxes will put you ahead. Don’t be shy with your credentials – if you have success no matter how it is distributed, bring it to the table. So much work goes into developing a new product and creating a brand. We love to help give clients the best chance to shine in every pitch. If you’d like to find out more or chat about an opportunity, get in touch.
A world first for Seven Tails…
Our client Seven Tails has been attracting lots of attention at BRB in Berlin and the Athen’s Bar Show this month. Showcasing its newly launched ‘Black Fox Spiced’ spirit drink and cementing the brand as the leader in brandy innovation. A NPD designed and named by White Rabbit to appeal to a similar consumer to spiced rum – someone who wants to add a sophisticated spiced profile to their favourite cocktails or mixer. The second spirit in their portfolio, it was crucial to maintain the integrity of the branding we created, whilst clearly communicating the drink’s unique spiced flavour profile and affordable price point. A colour palette reminiscent of the spiced rum category gives familiarity and the notes of coffee bean and toasted vanilla are depicted through floral ingredient illustrations. While a reversed out design is used to standout and allows us to introduce the black fox, a new take on the brand’s icon for redefining brandy tradition. Black Fox is rapidly gaining listings and wide distribution in the UK, Singapore, Italy and the USA. Watch out for the latest bars and retailers to sell it at: https://www.instagram.com/seventailsbrandy/ Check out our the story behind the birth of the Seven Tails brand in our case study.
The key to creative cost saving.
We know budgets are being squeezed as inflation continues to rise, so it’s more important than ever to avoid over spending whether it be on NPD, packaging, brand campaigns or activations. White Rabbit’s Founder Sarah Senior has put together a few thoughts on how to minimise ‘scope creep’ and avoid costs spiralling. “First of all, don’t worry, it happens to even the best project managers! Often an unforeseen issue or demands from other stakeholders can push project costs beyond your initial budget. But with these pointers, you can start to gain better control: Start by outlining the problem you are trying to solve, not how you think it needs solving – that’s the expertise you are paying for. That said, never give total free-rein! Set parameters and make it clear what the objectives and outputs should be. Make sure your project team are in agreement and keep them in the loop as the work progresses. Finally, collate everyone’s feedback at each stage and filter it so it’s easy to understand and can be tackled in one go. Back and forth amends cost time and money! Some of these may be easier said than done, but if you try to follow these golden rules, they will help to make a difference I promise!” It’s amazing what can be achieved when these techniques are employed. To keep your creative projects running to time and budget, drop us a line.
Packaging your brand for success.
We all know the adage; ‘Don’t judge a book by its cover’ but when it comes to packaging, the response it evokes can be the difference between a brand’s success and failure. Whether sold online or on-shelf, packaging plays a vital role in signifying a brand’s worth to the consumer. In some cases, it may be the only touchpoint a product has, yet despite this, it’s often overlooked as a key marketing tool. Here are 5 points to consider when packaging your brand for success. Consider your impact Packaging, especially the use of plastic, is under scrutiny more than ever before. Looking for ways to reduce the environmental impact of your packaging should be a major consideration. It may seem obvious but ensuring your packaging is sustainable is crucial for any credible products aimed at eco-conscious consumers. Those found wanting, risk serious backlash from savvy shoppers challenging the authenticity of your brand message. Innovations in this field, including packaging made from plant-based materials are beginning to make their way to the mainstream and could give your product a clear USP above competitors. The imperfect nature of this type of packaging can also enhance the hand-crafted aspect of a brand. The key here is to align your packaging with your product so the two marry perfectly. Appeal to the senses Packaging luxury products is all about building value perception by triggering an emotional response to the brand. This can be done using high-end print finishes such as tactile varnishes and through careful consideration of the unboxing experience. Adding layers, textures and even scents can build an element of suspense to delight the person opening it. Providing a memorable un-boxing experience is also relevant for online purchases as that may be the customers’ first tangible experience with your brand. You only get one chance to make a good first impression! Utilise the space available Although minimalist packaging design may look sleek, pairing back your messaging too far could mean that your brand gets left on the shelf. It’s important to make sure the hierarchy of messages is correct for how the consumer shops the category and that they can quickly understand how it will meet their needs. This is especially true for FMCG brands such as meal-kits for time poor consumers. Using the available space in a clever way can provide extra room to highlight your brand’s USP. Examples of this include printing on the insides of the pack or the back of labels to maximise real estate or even including a card inside a box. Enhance the experience through smart packaging On-pack technology is another way to tell or enhance your brand message in a limited space. Wine brand ‘19 Crimes’ uses augmented reality, via an App to bring the different characters on their labels to life. This technology sets the brand apart in its category and enabled the producer to reach a new audience. NFC (Near field communication) is another means of providing additional information to shoppers through a chip concealed within the packaging itself with the data available to anyone with a smart device held closely to the pack. Think beyond the pack If your product is designed to sit on-shelf, it’s important to consider how it will be displayed and what products it will be competing with. Shelf ready packaging (SRP’s) are a main stay for retailers so they’re able to quickly and easily restock shelves. Quite often, these are an afterthought for brand owners, but they should be considered a valuable piece of brand real estate. Done well, this secondary packaging enables a brand to dominate the fixture and works harmoniously with the product packaging. Done badly and your key selling messages can be hidden from view in a brown carton that does more to damage your brand than enhance it.