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Imagine innovating in a category with virtually 100% consumer penetration, a strong stable of formidable competitors and a price ceiling of approximately $3.99. Oh, and what if more than 50% of your target audience receives the product free of charge twice a year while those who do purchase have difficulty recalling the brand and admit to making purchase decisions based on color?
This isn't a dream, but rather the reality our oral healthcare client lives with every day.
Now, imagine you've created a truly revolutionary toothbrush, offering a superior brushing experience in complete sync with the American Dental Association guidelines for brushing at the recommended 45-degree angle. The catch - additional consumer insight is needed to assure shelf movement continues to grow. It was time to go beyond simply capturing consumer reaction. Enter SparksŪ!
In order to identify the most salient consumer benefits for a packaging redesign, we conducted an in-home usage test. Toothbrushes were placed with our SparksŪ panelists for two weeks. During that time, they completed a survey and kept a diary of their reactions to the toothbrush and their feelings when using it.
After two weeks of using the toothbrush, SparksŪ panelists brainstormed the benefits of the toothbrush and their experiences. They designed the ideal package, and wrote copy relating to how they would describe the toothbrush to a friend. The most important benefits and features surfaced and were translated to a positioning platform and corresponding messaging.
Stay tuned for the next generation of toothbrush!
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