Emma-Sofie Kukkonen’s Post

It's good to see Mondelēz International’s redesign of Triscuit, which appears to prioritize a brand block, simple flavor navigation, and, most importantly, their Distinctive Assets. I'm curious about its modernity claim and the potential appeal to both younger and older consumers, as I've read was also the goal of the redesign. Let’s not dwell on that... This redesign lays a stronger foundation for further developing a packaging identity and brand block on the shelf. While they could have opted for something radically different, I hope this evolution, coupled with most importantly compelling copy that reaches and teaches category buyers, helps them stand out more on the shelf or online. #brandblock #distinctiveassets #flavors

The Chief Executive of Procter & Gamble has stated that the consumer goods company will always prioritise investment in innovation and brand building over promotional activity. Speaking at the Consumer Analyst Group of New York (CAGNY) conference, Jon Moeller said: “We would rather invest $1 in innovation, or $1 in brand building any day of the week before we invest in promotion.” In his speech covered by trade publication Marketing Week, Moeller noted that P&G has increased its promotional activity “a little bit” in recent times in order to be “competitive”, but its levels of promotion are still “meaningfully” below pre-Covid levels." #BrandBuilding #Innovation #BrandInnovation

Our case study 'Tradition to Finish' made for Finish / Reckitt Benckiser, has become the Campaign of the Week on the Contagious. Good job for Finish! Anastasiia Bykova 🚀 Editor's Contagious Insight:  Finish shows that it understands local culture by tackling a long-standing tradition in a way that feels respectful and relatable. Instead of coming off as pushy or preachy, the brand used a real wedding to connect with people on an emotional level. A clean break / Instead of focusing solely on practical product benefits, Finish addresses traditional relationships that, according to the case study, brands have previously avoided discussing due to their controversial nature. By tackling this topic, Finish differentiates itself from competitors and commits to making a change around an issue that hasn't been openly addressed by any brand before. By standing out from other brands, Finish makes a memorable, positive statement that resonates with consumers. Moreover, by encouraging mothers-in-law to support their daughters-in-law in using dishwashers, Finish opens the door to selling its product to an audience that may not have considered it before. https://lnkd.in/ew9DmnjT

Sticky Label or Sweet Success?   In February, our founder and MD, Brigid McMullen, hit the airwaves via live BBC Radio London interview with DJ Shay Kaur Grewal. She was invited to discuss a bold decision by Tate & Lyle to redesign (termed a ‘rebrand’) its iconic golden syrup packaging - a whopping 150 years on. The move had hit mainstream news channels that day. Why? Because 'the world’s oldest unchanged brand packaging' which had remained almost identical since 1888 had been refreshed in order to appeal to modern consumers. The familiar household brand was suddenly less so!   Brigid explained the power of branding in terms of how it can reshape a brand’s psychology, and thus its appeal to consumers. She concluded that a brand's decision either to amplify or tone down its heritage depends on the wider brand strategy, but, regardless of that strategy, branding & packaging can absolutely influence a decision to buy.   As the headlines showed, some were shocked by Tate & Lyle’s choice to ‘rebrand’, but Brigid wasn’t surprised because the roots of the original design were Biblical – “Out of the strong came forth sweetness” - and given today’s predominantly secular society, the reference could indicate an out-of-touch brand. She advocated that at The Workroom, consumer research would have been recommended, to confirm 'time for change'.    As the media flurry proved, when it comes to repackaging a heritage brand - tread mightily carefully and don’t throw the baby out with the bathwater! Tate & Lyle was wise to retain essential brand elements, such as the iconic, heritage labelling on the recyclable tin (way ahead of its time). Based on 40 years of experience, Brigid noted that the power of nostalgia helps people to form lifelong bonds with certain brands - whether it's Quaker Oats in the pantry, or Heinz baked beans – so IF the brand still delivers, change it at your peril!    #BrandPower #Rebranding #HeritageBrands #ConsumerPsychology #TateAndLyle #GoldenSyrup

If you’re reviewing creative work and saying: “ah yeah that’s cool” and “ooooo I like this one” you’re doing it wrong. If you’re questioning the meaning behind each decision and asking “how will this effect the consumer?” then you understand the importance of effective design. Design can be used as a measurable business tool to help brands belong in people’s lives. This is what we mean by #workthatworks.

“As the practice of diversity continues to evolve it should be less about hiring targets to fill a gender or racial archetype, and more so an advisor to cultural competency that holds both the power to have voice and the empowerment within the business to have a vote on what matters the most - brand reputation.” #diversity #marcomm #cdo #cultural #competency #advertising #marketing

What’s something random that keeps you up at night? 👀 For me: Lately, it’s been Todd Kaplan, the new CMO of Kraft Heinz. Do I know him personally? Nope. But do I know his work? Absolutely. He completely redefined PepsiCo’s brand and launched one of the most memorable marketing campaigns surrounding a rebrand. A few thoughts bouncing around my mind: 1️⃣ Is Kaplan a big fan of red, white, and blue? Because from PepsiCo to Kraft Heinz, I’m seeing a trend in those color schemes! 2️⃣ The Kraft logo hasn’t seen a major update since the ‘60s, but Heinz? That brand has had its share of bold changes. It feels like we’re looking at a blank canvas with Kraft Heinz—I'm excited to see how Kaplan will reimagine things. 3️⃣ And speaking of Heinz, did you know they teamed up with The Coca-Cola Company for PlantBottle packaging in 2014? Fast forward, now their bottles are recyclable and turned upside down. Also, anyone else notice how the ‘H’ in Heinz has a hint of a Coca-Cola ‘C’? Could we see a sleek new 'H'? I could continue here... Anyway, these are my late-night thoughts. What’s yours?

While private labels are no longer only a low-budget alternative, they have become a game to play like the big retail players. According to a recent study, this trend can be witnessed globally: Shoppers in the United States and Central Europe increasingly give preference to a private label over branded products, focusing their power on value for money as well as quality. Evolution is no more a copycat game on national brands. According to McKinsey, private labels are given equal strategic significance as the brands and point out other value propositions such as sustainability or health. Linked2Brands is a pre-media service company that assists retailers in enhancing their private-labeling strategy. We help leading retailers bring their private labels to the next level. We specialize in packaging artwork production, reprographics, and digital content development, making sure your packaging stands out on the shelf, and stays consistent across every channel. All set to take your private label to a leading position in the market? Let's chat and discover what's possible! #PrivateLabel #RetailTrends #ConsumerInsights #Grocery #RetailInnovation

Here’s some good news from the latest batch of brand re-rates: three brands have earned upgrades, landing them with our second-best rating of “Good” 🎉 Our ratings team continually re-rates brands—annually for large brands, every 18 months for smaller ones—using the most up-to-date information and data available, so you can see accurate details about how brands work. For context, re-rates represented 36% of total brands we analysed in 2023 🤓 This latest re-rate batch included 29 brands. Who are the three that made the most notable improvements? COURBET, ESSĒN, and Winden: swipe to learn more about who they are and how they made change ➡️ If your brand or business that needs assistance reaching your sustainability goals, we’re here to help: learn about Good On You’s partnerships and services here → https://lnkd.in/e-Dvf7gk

Colour & Vibrancy are so important when it comes to Brands. Not just for Brands actually but to allow brands to catch the eye of consumers. Colour and Vibrancy can be a 'catch method' to draw in consumers as people tend to gravitate around colour and can make choices by how the product looks on shelf. HQPP allows for that vibrancy and can really be impactful for colour. When you only have seconds to play with for consumers to make their mind up while shopping it can be this one 'angle' that helps pick your product over the competition. If you're looking to attract consumers then maybe we can help. Smurfit Westrock [email protected] #flexo #packaging #marketing