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 high
graphic designers to create a great levels of research, development and
pack. They worked with product marketing support are creating so
developers to create a great many Zombies, what chance does
product. They invested in consumer anyone else have?
research to test the pack and the
product - seperately. Results on both Could it be silo mentality, where
research streams were extremely brand owners test packs with one
positive. The product was launched, set of consumers and products with
and despite reasonable trial, it failed another? In our pasta sauce example,
within a year. the issue was found to be poor
alignment between the expectations
In 2018, Coca Cola announced its created by the pack and what was
intention to hunt down the ‘Zombies’ actually delivered by the product.
in it’s portfolio – products that simply In short, it was an inauthentic brand
haven’t taken off. Coke’s Middle East experience.
and North African business unit alone
identified over 125 Zombies! Every pack has a sensory profile
(based on its physical properties) IT’S NOT ENOUGH TO
which creates specific expectations COVER THE CRACKS WITH A
(a conceptual profile) for the product
experience. If the product then fails ‘FIT TO BRAND’ QUESTION.
to match up, the consumer
experience is fragmented and lacks
conviction. Nothing to do with liking AVOID BEING A ZOMBIE BY
and everything to do with a failure to
provide a holistic proposition. ALIGNING THE SENSORY
PROFILES OF PACK &
PRODUCT.
