Asda
When you show the aisles some love,
every product flies off the shelves.
Tags: Packaging, branding
The brief
Over the span of two years, I worked on packaging briefs covering everything from sliced meat and pineapple rings through to festive ranges and unicorn-scented reed diffusers (I promise it was a real thing). Each one had it’s own restrictions in terms of word count and regulatory challenges, so that meant making every character count with carefully constructed copy.
The outcome
Having worked to deliver two Christmases, multiple seasonal ranges to keep barbeques sizzling and Easter hopping mad, and almost endless everyday essentials, my lines contributes to thousands of successful product launches. Things move pretty quick in FMCG but chances are you could have already sampled my copy without even knowing…
The approach
When you have mere seconds to grab the attention of passing shoppers, clarity and creativity are key. You want people to instantly recognise the product and what sets it apart, making it impossible not to pop a few into their trolley. For own brand products, this means pulling out all the stops to challenge the Big Names™ in each category.
The secret sauce is in applying a healthy dollop of research to some clever thinking and using the available space on pack to maximum effect. Together with the product and design managers, we’d look at what others were doing in the category and build a recipe for success for each product.
For example, the sliced meats needed straightforward titles with roundels reinforcing quality and quantity so customers knew exactly what they were getting. On the other hand, a ‘Unicorn Dreams’ reed diffusers relied on a wild name to get customers questioning everything - that’s when the back of pack story could work its magic.