March 10, 2009
Smashies: Smashing New Product Naming
A recent Forbes article about some new no-mess applesauce has got me thinking about the relationship between naming and packaging.
Smashies Applesauce is aimed at the well-heeled mom who is prepared to pay a little more to get applesauce in squeezable (or smashable) containers that eliminate the mess factor of this traditional tot-food.
One glance at all the interesting attributes of Smashies tells us that this is the premium applesauce for moms who want a no stress, feel good food. Take a look:
Smashies says they are
- Sugar free
- Easy to eat
- USDA Organic
- Gluten free
- BPA free
- Packaged in eco-friendly containers
However, Laura Ries has an interesting article that touches on how well-known brands can do harm to their brand equity by radically changing their packaging.
Agreed, but I do think that the right innovations in packaging can create new life for tried and trusted brand names as well as give crucial market space to newcomers.
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