To embrace the new form factor and draw attention to it, we’ve come up with an eye catching campaign headline: Grab Your Sausage. Which the launch strategy for ECO-PAC has been built around, along with four simple, equally important objectives.
1. Share financial benefits with retailers.
We’ve created a merchandising package that includes educational POS, off shelf displays and educational videos. Retailers will benefit from this high impact, promotional noise, because it will drive the sales of more profitable products within the category.
2. Share financial benefits with consumers.
We’re positioning the RSPs for key 400ml ECO-PAC products to match their 290ml cartridge equivalents, with every ECO-PAC product priced to represent better value for money. In other words, consumers can get more product in eco friendly packaging for the same price as plastic. Therefore everyone benefits financially from the launch.
3. Share the environmental benefits
ECO-PAC was created to have dual meaning. Better PACkaging both ECOnomically and ECOlogically. With the financial benefits addressed, subtly driving home the environmental benefits across the campaign should convince consumers to try something new.
4. Celebrate the quality because theres a better way.
Instead of cheap, low quality skeleton guns synonymous with plastic cartridges. Sausages require a cylinder gun which is slightly more expensive. However they are capable of dual use and are more durable, which means they last longer. Research has showed us that, because of poor build quality, most professionals regularly have to replace broken cartridge applicator guns.
Rather than focusing on the need to use different equipment and risk creating a non existent barrier to purchase. Our marketing strategy is built around drawing attention to quality. We’re positively affirming, every element of the new form factor by educating consumers about its better quality, ease of use and all round sustainability. To deliver this, we’ve produced a sales support package that draws shoppers attention to an over riding message that “there’s a better way and its less expensive”.