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Emphasizing product benefits to the 'bring-it- to-me' consumer

The label can act a versatile communications tool to keep a brand contemporary. Greg Metzger, director of marketing at Red Gold Inc., Elwood, IN, believes the label is a good place to begin in a package review when the goal is extending a longtime brand to a new generation of potential product users.

Pw 12160 2 Nl Pi Jg Redgold

Metzger offers Red Gold’s Tuttorosso brand as a case in point. Generations of consumers who cook pasta sauce from scratch have incorporated this East Coast brand of canned tomatoes into their recipes. But Red Gold attracted younger consumers—who often don’t have the time or desire to create their own sauce—by developing a new label for a new product: ready-made pasta sauce marketed under the Tuttorosso brand.

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