Household favourite, Marigold, has revamped its packaging to further aid shopper comprehension at fixture.
Marigold is currently rolling out a shopper led, packaging upgrade on its cloths and scourers range. The new packaging is designed to offer customers a more comprehensive outline of the product USPs, in those all-important shopper decisions, made within seconds at point of purchase.
The brand is known for its quirky product names, including Let it Shine, Squeaky Clean and Cleaning Me Softly, but the packaging now also includes a product descriptor to make it instantly clear to shoppers at fixture, what type of product they are buying and its primary uses.
Laura Marsden, Shopper Product Manager for Marigold commented: “In a category where shopper decisions are made in a matter of seconds, it‘s important that packaging clearly communicates product USPs. With this in mind, we have taken this opportunity to further strengthen shopper comprehension of our products.
“Each of our products has been developed to offer strong USPs to offer a differentiated positioning to private label at fixture. It is the role of brands to complement, rather than duplicate, private label product benefits, so they offer clear USPs to entice trade up and provide clear quality tiering within categories.“
For one product, formally known as No More Elbow Grease, Marigold took the decision to move to a more self explanatory name – Scrub Away – and also added the product descriptor heavy duty scourer to make it instantly clear to shoppers at fixture, what type of product they are buying and its primary uses.
The new packaging is now phasing onto stores, helping shoppers to navigate through the range, at a time when cleaning is high on the agenda!
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