March 17, 2020
Who would have thought there’s business lessons behind the new Tim Tam flavours? (hang in there, we’re going somewhere with this)
So we have “Murray River Salted Caramel, “Sunshine Coast Strawberries & Cream”, “Gisborne Orange & Dark Choc” and “Manuka Honey & Cream”.
Which is much more mouth-watering than simply “Salted Caramel”, “Strawberries & Cream” “Orange & Dark Choc” and “Honey & Cream”, don’t you think?
What’s in the language?
This “green brain” language encourages a more emotional connection with your customer – and it’s emotions that motivate us to buy. This strategy is easily overlooked by brands trying to impress the Mum grocery buyer.
But she’s noticing, more than you can imagine. We know this because we are interviewing mums in detail about their buyer behaviour on a monthly basis – across every single category, not just food/fmcg.
“When I look at the packaging some wording is boring there’s nothing to excite me about it, while other wording is really enticing”, Jaime, Mum.
Why does it matter?
The reason this on-pack language matters so much is because mums are overwhelmed with product choices on shelves, particularly at grocery. When she is comparing 2 similar products, she is looking for a “compelling” reason to buy one product over the other. Our tips:
- Give her that reason!
- Don’t just rely on logical language to describe your product
- Stir up emotion to foster a great sense of connection with her.
If you want to explore this further, let’s chat anytime. It’s a super interesting topic/sales opportunity for brands. We’re always amazed at what Mums tell us about your products…
p.s. Good luck Arnott’s! We’ve loved partnering with this brand many times over the years and wish them the best of luck with this new campaign.
