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March 10, 2009

Smashies: Smashing New Product Naming

smashies.gifA 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.

Sold as a wholesome alternative to the run of the mill applesauce, Smashies is being given away for free in an effort to get the brand name into the public eye.

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

  • Nutritious

  • Healthy

  • Sugar free

  • Convenient

  • Easy to eat

  • USDA Organic

  • Gluten free

  • Kosher

  • BPA free

  • Packaged in eco-friendly containers

squeeze&squirt.gifThat's a lot of qualifications for something as simple as applesauce, but proof that even staple products can sweep the market with a cool new name and a little repositioning.

Heinz Ketchup did this years ago with the EZ Squirt, and Crayola's Squeeze & Squirt Foaming Body Soap is another example of package-driven branding that revamps a familiar brand name.

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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Posted by William Lozito at March 10, 2009 10:02 AM
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