Problem:
Create a strong brand for the variety Gold Nugget. The Gold Nugget by nature has an uneven, bumpy skin that detracted the appearance of the product. The Gold Nugget would be up against the established Cuties brand. Packaging would need to appeal to children in order to successfully enter into that market and gain market share.
With the launch and marketing of Cuties – the citrus industry needed to step back and think branding. Cecelia Packing had a great tasting variety in the Gold Nugget, but needed to carefully position it in hopes of taking a bit of the ‘snack citrus’ segment. Gold Nuggets are not attractive on the outside – the skin is oily, and it looks weather beaten and full of pox. But, the variety is very easy to peel and the sweetness inside makes up for the exterior. The problem then needed to be solved in how to package and position.
Strategy:
As Cuties had been successful in creating their character, the client wanted to also pursue this direction. With a very limited budget, character development needed to be carefully vetted through the targeted use of focus groups. A multi-phase packaging design plan including two rounds of consumer focus studies was executed as part of the process.
The following demonstrates the several phases of the focus groups process.
Initial Concepts:
The client wanted to play off the ‘Nugget’ in its name and the ugliness of the fruit and asked that we develop a ‘49er Gold Miner’ type character. They also wanted to accentuate its lumpy, bumpy exterior. As illustrations of various looks and styles were developed our Creative Department also worked on potential names and slogans for the new product.
FOCUS GROUPS
PHASE 1:
Focus Study 1 was conducted entirely online due to budget constraints as well as the need to get feedback from consumers in markets all over the US. This included a photograph of the product along with a brief description of taste. Participants were then asked to rank, in order of appeal, several concepts including character design, product names and slogans. This focus study was critical to the overall development because it was discovered the client’s initial ideas for their product was negatively received by participants who desired cuter versions with the more feminine names.
PHASE 2:
The next phase involved taking the top choices and incorporating them onto the package panels with a mix of the top ranked names and slogans. Another focus study was conducted. This study included the client’s key retail buyers as well as their entire staff to facilitate a community effort and overall buy-in. Shipping boxes, gyro bags, blasts, and social media were all implemented in the launch. To grow brand awareness, social media contests have been used, sending actual product to consumers and bloggers to help boost brand awareness.
RESULTS:
- Dimples was well received by the retail buyers and orders came in during the first season that were much higher than expected
- The crop sold out in the first year
- Dimples enjoys a loyal following on social media throughout the year even though the season is relatively short (approx. 3 months)
- Five years later, Dimples’ Facebook page has a strong fan base that looks forward to this sweet citrus every year.
