Feb 12, 2018
Making a splash at the Product of the Year Awards
by Helen Tarver - Senior Account Manager
The Toucan team hit the town recently for the 2018 Product of the Year Awards to celebrate our client Ocean Spray winning the award’s Soft Drink category with their new product launch Wholeberry™.
Winning this highly coveted award was the cranberry on top of a well-constructed NPD launch. Toucan has been heavily involved in helping Ocean Spray with this launch plan since Wholeberry™ was first introduced into the market last year.
We developed and implemented a shopper marketing campaign covering in-store and retailer media as well as several bursts of in-store sampling. The results have been compelling with over 80% of those who tried the product looking to repurchase and recommend it to others.
This overwhelming vote of consumer confidence triggered our recommendation to put the product into the running for the Product of the Year award. It is the world’s largest consumer-voted award that recognises product innovation. This can be innovation in recipe, pack design or functionality.
Wholeberry™ was crowned the winner due to its innovative cranberry crushing process. This new technique preserves the fresh taste and nutrients of the entire cranberry, not just the juice, ensuring that each 200ml serving contains 40 whole crushed cranberries and maximum nutritional benefit.
Product of the Year entrants are shortlisted based on their innovative criteria before a consumer research panel of over 10,000 shoppers vote for their preferred product across a range of household categories.
Based on this ‘voted for shoppers by shoppers’ approach, the award is held in high esteem by consumers with 86% more likely to purchase a product that carries the Product of the Year logo and 33% trusting the endorsement over the word ‘New’.
The award ceremony took place in London with winners from a vast array of over 50 FMCG categories from cereal and cheese to household appliances and mattresses.
Ocean Spray was in good company with big brand winners such as Unilever, Procter & Gamble and Mars also announced on the night. The biggest winner of the night was supermarket ASDA with 7 awards across their food and homeware range.
If you are planning a new product launch and would like to have a bigger flavour of what we could do to help you, please get in touch - we’re sure to serve up another winner!
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