Launching A Brand At The Super Bowl With “Dreadful” Packaging

I picked this up on the news this week and was interested to hear Ad Age critic Bob Garfield’s take on the Super Bowl ad for American Home Health. Although he loved the ad, he hated the packaging and in most cases the packaging is what will sell the product — or not.

This is a direct quote about the product and packaging. “You can go to great lengths to prevent germs wearing a biohazard suit 24/7 or you can use the new PS line of disinfectants. A solid product intro despite dreadful packaging and logotype.”

With each Super Bowl 30-second time slot costing a record $2.5 million – or $83,333 per second, you would think the company would have all their ducks (not AFLAC) in a row when it comes to product packaging. I remember the American Home Health ad, but I was more focused on the green biohazard suits so I went back and looked at the products.

The message I got from a brief glimpse of the packaging was “industrial strength.” I like the strong color family concept but the colors themselves come across as harsh and the package looks rather mundane, “institutionalized” and definitely not consumer oriented. This might have been the company’s strategy to give the product the industrial strength look equating to a better stronger product. In that case, they got their message across. We will wait to see how the packaging evolves after it has been on the market and in the consumers hands for a while.

Another ad where the package was the supposed star of the show, Pepsi Light, got panned by a media critic too. “The session features a group of men and women moaning and flirting with the can of Pepsi on a pedestal to the tune of “You want it.” No thanks. Brown and bubbly…bad and burpy. Hardly appetizing.” Other media pundits also gave this ad thumbs down.

This sends a bad message to the packaging community, no matter how strongly the product is branded. I watched the commercial and didn’t get the point either.

So, spend some time and think about the perception of your package with a new product launch and analyze the cost of prime time advertising. What will the consumer see in your product? Will the first impression be a good one or a negative one that will have to be overcome at a later date? Does the package invite the consumer to come for a closer look? Remember, the best advertising will fail the test if the consumer doesn’t like the look of the product when they see it for themselves. With the right packaging, you can brand your product positively in the consumer’s eyes. Conversely, with the wrong packaging you can establish a lasting negative impression that can never be overcome.

How Promotional Products Help Businesses During Holiday Season

The holiday season is just around the corner. With it comes the perfect opportunity to re-connect with customers and remind them of your brand, products or services. Who doesn’t love to receive gifts.This holiday season give your customers or employees another reason to be happy with holiday promotional products. It’s the time of the year to thank them for their loyalty and support with holiday gifts. Such gifts or rewards that carry your logo or message serve as reminders of your brand and help increase brand recognition and recall. But, during the holiday season where every business is out there vying for attention, are you doing enough to stand apart and make a lasting impact.Businesses all across the globe are saving precious dollars using promotional products to do their advertising and boost their ROI. It is a time-tested form of marketing and it is cost-effective. A well-thought of and meaningful holiday gift for employees or customers goes a long way in increasing brand awareness, and is likely to be cherished by them. However, with several businesses going for the home run, you need a sound marketing strategy in place to stay ahead of the competition. Here are a few things that could help you strategize:1. Define your goals: As with every other marketing decision, it is important to decide what results are expected from giving away holiday promotional items. Is it to attract new customers or retain existing ones? Is it to launch a new product or service or to remind local customers of your business? Your goals will determine the way you can utilize promotional products to get your message across.2. Choose a product: Once you know your marketing goals, it becomes easy to narrow down the products that will help achieve those goals. The promo must also complement your business interest. So if you are looking to promote your hotel brand, giving away bags customized with your logo will be great advertising for you. A computer store would be better off giving imprinted USBs instead. Holiday gift ideas are several, but it is also important to choose a product that your customers would find useful.3. Place the order: Shopping for promotional items has now become easier with the all-pervading internet. Look out for distributors that offer the best quality products and deals. Don’t forget to check if they ship on time and if they offer free samples.4. Execute: As you go ahead with your plan, you might find that you need to tweak and adjust your strategy. In most campaigns it’s important to take a step back, evaluate, and make changes to your plans.5. Think not just for Holidays: Think ahead and save precious marketing dollars by buying in bulk, so the promos can be used for more than one event or campaign. Costs are perpetually rising and by stocking up on giveaways ahead of upcoming events your effective campaign costs will be much lower.For the best and low-priced holiday promotional items visit MyPromoShop Today!

Dewalt Launches New Line of 12v MAX Power Tools

This October 2010 Dewalt is pleased to launch their new a long anticipated line of cordless compact power tools. Accordingly, craftsmen everywhere are excited to invite the new line into their power tool repertoires. Dewalt’s new line-up includes seven new tools: a screwdriver kit, drill driver kit, an impact drill kit, impact wrench kit, worklight, inspection camera kit, and an IR digital thermometer kit making the new line complete, comprehensive, and, indeed, totally impressive. These newbies also feature a structural redesign that moves the battery directly below the handle. As such, the tools now offer a thinner, more ergonomic grip and the space for a belt-clip – something always convenient though rarely found on more compact power tools.In greater detail, and beginning with the more unsung products in the new line-up, Dewalt’s DCT410S1 12v MAX inspection camera is an infinitely cool little gadget. With a three foot long, waterproof, snake-like cable extension which allows you to see into, record, and photograph a jobsite’s more or less impossible spaces (like inside pipes, behind walls, or etc), the camera is ideal for tight, awkward, and generally impossible working environments. The camera also features a 3.5″ LCD screen monitor (with a 3x zoom capability) that completely detaches for better visibility in strange and strained positions. The monitor also recharges directly from the camera handle so you may simply reattach the monitor or replace the battery to keep working. Said kit includes one lithium ion battery, a charger, storage box, and hook and magnet tools to help you retrieve otherwise not-retrievable objects.Similarly, Dewalt’s DCL510 12v MAX LED worklight is also expected to become a fast craftsmen favorite. With a 360 degree pivoting head for optimal usability and a bright light out-put of 130 Lumens for an always enlightening performance, the worklight keeps your workspace bright and visible. Additionally, the light is equip with both a kick-stand and a powerful magnet to allow hands-free use in a variety of convenient places and positions.As for the thermometer, with its primary focus on general versatility, the DCT414S1 12v MAX infrared digital thermometer scans for temperature changes with color-coded accuracy. With beeping audio alarms and the tool’s patent-pending LED hot (which reads red) and cold (which reads blue) spot indicator, this thermometer quickly locates temperature fluctuations (between -20 degrees Fahrenheit and 932 degrees Fahrenheit) with true and simple to read accuracy displayed on a clear, back-lit analog screen. Also including one lithium ion battery, a charger, and kit box, the thermometer is both complete and precise for convenient and universal use.Getting back to the “big guns” of the operation, Dewalt’s DCD710S2 12v MAX 3/8″ drill driver kit, weighs only 2.4 lbs rendering the thing a super compact super-fighter. With a slim design to better fit into tight and awkward spaces, and with a giant 1500 RPM and a dual-speed transmission the tool produces the most optimal speed and torque control, big power, and comfortable workability. The drill driver also has a bright LED light to improve visibility, a belt-clip for comfort and portability and includes two lithium ion batteries, a fast-charger, bit-tip, and contractor’s bag for organization, storage, and transportation.Similarly, Dewalt’s DCF610S2 12v MAX 1/4″ screwdriver kit, at a grand total of only 2.2 lbs, boasts the same compact design as the drill driver, and despite its single speed transmission, the screwdriver operates with smooth and powerful precision. The tool additionally has three LED lights on its front to ensure virtually shadowless visibility, a one-handed loading quarter inch hex chuck, and that good-old belt clip for convenient mobility. The kit also includes two lithium ion batteries, a fast-charger, bit-tip, and a contractor’s bag.As for Dewalt’s DCF815S2 12v MAX 1/4″ impact driver kit, the tool is also lightweight and compact at only 2.3 lbs, and with three LED lights at the front of the tool providing shadowless illumination during virtually any work environment, the impact driver provides the utmost in convenient crafting. Also featuring that handed loading quarter inch hex chuck and a huge 950 in/lbs of max torque, the tool is both seriously powerful and simple to operate as well. In addition to super-power and comfortable operation the kit also includes two lithium ion batteries, a fast-charger, bit-tip, belt-clip, and a contractor’s bag.Lastly and likewise, Dewalt’s DCF813S2 12v MAX 3/8″ impact wrench kit shares the slim and lightweight body design of its above counterpart while offering a truly gigantic 1150 in/lbs of max torque for the most intense power and a huge array of industrial applications. Three LED lights at the front of the tool offer virtually unimpaired visibility while a hog ring anvil contributes to easy operation and fast socket changes. The kit additionally includes two lithium ion batteries, a fast-charger, bit-tip, a contractor’s bag, and ZERO belt-clips; I repeat there is not a belt-clip in this kit.