Unique products, those that truly differentiate, have the opportunity to become successful brands. With the possible exception of sliced bread, it’s not easy coming up with that one-of-a-kind idea. At the BrandWerks Group, we’ve been creating new products and brands for a long time. One approach that’s worked for us is to bring together or “bridge” other market-proven product concepts or trends. Look beyond your own product or the category in which you compete. Considering a new snack food? How about a cracker chip. Reformulating a soft drink? Perhaps an adult-style microbrew soda. Here are some real world examples:
The 70/30 Rule
In 1986, the Stroh Brewing Company created a new type of drink formulated from two existing beverage product segments: 70% fruit juice and 30% sparkling water. The brand, Sundance Sparkler, satisfied taste buds everywhere, but it disrupted the brewer’s beer focus and alienated its beer distributors, and was pulled from market. Some 20 years later, the product concept went back to the future as IZZE. The refreshingly innovative reincarnation was immediately successful. In just two short years the brand achieved national distribution and was sold to PepsiCo…for $75M.
“Adults Only” Food
Two Mile Creek’s Habanero Jelly ain’t no ordinary, sweet tastin’, city slickin’ jelly. That’s because our client’s jelly is made with spicy Habanero peppers, red onions, and even whiskey! The tasty concoction is cutting edge stuff, latching on to one of the hottest (no pun intended) adult food trends in America today. Experts agree. According to research analyst Phil Lempert of SupermarketGuru.com, “There’s no question that as the baby boomers are aging they’re losing their taste buds, and as a result they’re drawn not only to more spicy foods, but to more flavorful foods of all kinds”. There’s even a scientific explanation to this: “degenerating olfactory nerves”. Whatever the prognosis, this is a trend that’s here to stay.
For your brand to stand out, sometimes you just got to be creative and mix things up. BrandWerks client Scrambled Oats knows how to do exactly that. To gain shelf space and succeed, it’s critical to be different, to satisfy a consumer need. The need? A healthier, more complete nutritional breakfast. The idea? Combine oats, eggs, meat, vegetables, and savory spices into ONE unique, easy-to-make product. The result? Scrambled Oats, a totally new product and market opportunity.
Tea For Two
Most people care about what they put into their bodies, so why not take the same care with potted plants and vegetables. BuffaLoam is truly unique. The brand’s product line is made with aged, extra fine, organic bison compost single-sourced from the high plains of Colorado’s Laramie River Valley. Sound like a description for a gourmet food product? Well, that’s the idea. For BuffaLoam, quality is a key focus and the company’s mission. The brand’s plant food compost tea is loaded with growth-promoting nutrients.- Its unique canister evokes traditional tea packaging and immediately communicates quality. All in all, good enough to drink…at least for your plants!