Looking For Balance
Sarah Theodore
Editor
Anti-aging, healthy living and convenience led the list of new product
concepts last year, according to the Most Memorable New Product Launch
Survey, 2005, conducted by Schneider Associates and Beverage Industry
parent company Stagnito Communications. In fact, 340 new products were
launched last year with the word “go” in the packaging vs. only 40 in 2001, when the survey first was conducted.
Coke with Lime and Coke Zero were the two top
attention-getters among respondents, with 64 percent and 63 percent product
recall, respectively. The soft drinks also topped the list of products
purchased, with 31 percent and 23 percent of consumers indicating they had
tried the new products. Anheuser-Busch’s Budweiser Select also made
the Top 10 list, with 33 percent of consumers recalling the product and 9
percent reporting trial. Also on the list were M&M’s Mega
Chocolate Candies and Dark Chocolate Candies, Hot Pocket Subs and
Dorito’s Black Pepper Jack Tortilla Chips.
McDonald’s Fruit and Walnut Salad ranked second
in the overall list of most memorable launches, and was a stand-out for two
reasons, according to Schneider Associates. The launch marked not only
McDonald’s commitment to healthier items as part of its
“Balanced Active Lifestyles” campaign, but it incorporated a
number of marketing elements such as a pedometer giveaway and an
advertising campaign that targeted Hispanic and African American women.
Venus Williams was the celebrity spokesperson in TV ads, and the music
group Destiny’s Child promoted the product during its summer tour.
“They did a great job of targeting moms and
emphasizing healthy active lifestyles, even enlisting Bob Greene (who is
Oprah Winfrey’s personal trainer) to discuss not just eating healthy
but the importance of exercise, too,” noted Schneider
Associate’s Vice President of Consumer Practice Julie Hall.
More results of the survey, including more advertising
preferences, can be found on page 10, but it occured to me that the appeal
of that particular campaign and the range of products on the launch list
were a good demonstration of one of the points made in this month’s
special report on health and wellness. For as much as we like to predict
the trend toward healthful eating, what consumers really want is balance in
their lives. They are not going to give up convenience, they are not going
to give up flavor, and they are not going to give up indulgence.
Sheila McCusker, author of IRI’s “Healthy
Eating Trends: Innovative Solutions to Evolving Consumer Needs,” who
contributed to the report, said: “You can’t emphasize enough
that this is slow … It’s an evolution, not a revolution. The
vast majority of consumers will always want some kind of indulgence in
their diet.”
Perhaps it’s the lack of a current fad diet, but
it seems that companies might be catching on. Schneider Associate’s
Hall noted: “There was such a glut of no-carb and low-carb products
in the market the past two years; now manufacturers seem to be growing
smarter about focusing upon their stable product lines to expand more
wisely.” BI
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Annual soft drink report |
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