An unprecedented 30,000 new products are expected to flood store shelves in 2006. One of the primary tactics feeding this staggering total is brand extensions. The thinking today is to build additional sales for a brand that has reached saturation in one category by introducing the brand through a new and related product in another category.

Two recent examples: Molli’s Choice is evolving bottled water for humans as a restaged product—nutritionally enhanced, flavored bottled water for pets. Country Crock, a brand long associated with spreads, is branching out into precooked side dishes.

With so many new products flooding the market at mach speed, the danger for any marketer lies in resorting to tried-and-true packaging forms that tell the consumer, “I’m new on the shelf but really just like my neighbors on the shelf.” If you’re still in product development, step back and re-examine how your package and product will work holistically.
It’s more than changing label graphics and colors. Savvy designers recognize that the right texture, shape, and delivery system are important in establishing a connection with consumers.

Revisit your design brief. Does it clearly describe your new product’s selling proposition? Does it state the case for a package that’s particular to the product? In terms that justify the cost to senior management?

If you can answer yes to each question, your package concept just may have the right stuff as a sales tool in an ocean of new products.

-- Jim George, Editor-in-Chief