Page 68 - Unlock Sensory Power
P. 68
BEWARE,
ZOMBIES!
Once upon a time, a company Why do so many new products fail?
decided to create a new variety of
pasta sauce. They worked with If companies like Coca Cola, with
graphic designers to create a great high levels of research,
pack. They worked with product development and marketing
developers to create a great support are creating so many
product. They invested in consumer Zombies, what chance does anyone
research to test the pack and the else have?
product - seperately. Results on
both research streams were ex- Could it be silo mentality, where
tremely positive. The product was brand owners test packs with one
launched, and despite reasonable set of consumers and products with
trial, it failed within a year. another? In our pasta sauce
example, the issue was found to be
In 2018, Coca Cola announced its poor alignment between the
intention to hunt down the expectations created by the pack
‘Zombies’ in it’s portfolio – and what was actually delivered
products that simply haven’t taken by the product. In short, it was an
off. Coke’s Middle East and North inauthentic brand experience.
African business unit alone
identified over 125 Zombies! Every pack has a sensory profile
(based on its physical properties)
which creates specific expectations
(a conceptual profile) for the
product experience. If the product
then fails to match up, the
consumer experience is fragmented
and lacks conviction. Nothing to
do with liking and everything to do
with a failure to provide a holistic
proposition.
