Graphic redesigns are often recommended by marketing departments in an effort to invigorate sales by spicing up the looks of a tired or outdated package. For Procter & Gamble's Always-brand feminine protection pads, that wasn't the case. Like many of the Cincinnati-based consumer marketer's brands, Always is recognized as a category leader. Trouble was, P&G consumer testing determined that with a plethora of such products crowding retail shelves, women had a difficult time finding a specific brand or variety. "We were looking for a package redesign for Always that would make it less confusing for consumers looking to repurchase the product," says Elaine Plummer, a P&G spokesperson. "When a woman takes the product home, and it meets her needs, the next time she wants to buy it she wants to be able to go out and select it easily. So the new unique symbols we've incorporated into the new packaging will make identification simpler for the consumer." Packs carrying the redesigned graphics began shipping in February. P&G worked with Landor SAS (Cincinnati, OH) to develop the symbol graphics for the 12 different varieties of Always products. For example, packages for Overnight Maxi pads include a star symbol, while Ultra Thin Long Maxi pad packs feature a diamond. Besides using a symbol in the upper-left corner of the main panel of the low-density polyethylene film overwraps, P&G also adds informative copy.
Symbols help P&G help consumers
To combat consumer confusion when repurchasing feminine protection products, P&G adds recognizable symbols to its Always-brand package.
Apr 30, 1998
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