How to communicate health benefits without a claim
Peter Wennström President & Expert Consultant Healthy Marketing Team
Experts in helping brands respond to changing attitudes in nutrition, health and wellness.
We work around the globe (25 countries in 2010)
Specialise in brand positioning and product innovation / renovation in food, ingredients, supplements and OTC pharmaceuticals.
Peter Wennström author of FourFactors of Success
Peter Wennström The Four FactorsTM Brand Analysis System Food & Health Marketing Handbook
Who are we?
What we do: Better targeted brands, faster to market! (and optimise effort and investment)
We can improve your performance!
And then make sure you stay on
target!
By getting the fundamentals right!
Ingredients? Products? Benefits? Consumer? Categories?
A claim is just one of many factors…
Introduction to the FourFactors® Wennström's Four Factors of Success
©2011 Healthy Marketing Team
What is scary about this…
The six second, six centimeter rule…
The decision whether to pick your product or move the hand 6cm to a competitor may be the result of just a six-second evaluation!
Every shopper stands in front of the shelf making a complex mental calculation with everything she knows about the product…
…the secret is to know what makes up her calculation.
Is this right?
This can’t be right?
This is not right.
Getting it right!
The value chain starts IN THE MIND OF THE CONSUMER at point of purchase
Who needs the product?
Accept the ingredient?
Understand the benefit?
Trust the brand?
Motivation vs Permission
Consumers are motivated by needs and benefits
Ingredients and brands provide
permission to buy
Your consumer has many reasons to reject
The FourFactors ® tools will help you ask the right questions.
Remember Popeye …
Factor 2: Accept the Ingredient
Haagen-Dazs took the confusion out of their ingredient list by making it very simple. In a time where the consumer is overwhelmed with added ingredients, fortification and health claims, they capitalised on trends like ‘less is more’, ‘free-from’ and ‘back to basics’ to launch a product that was very easy for the consumer to understand and accept.
Factor 3: Understand the Benefit
Activia targeted constipation and digestive irregularity. They have a product where you are able to FEEL the benefit and were able to communicate that through demonstration. They did this through imagery in the form of a slimed waist and yellow arrow. They also conducted a “two week challenge” to test the ‘felt’ benefit.
Factor 4: Trust the Brand
All Four Factors need to be aligned to increase your chances of success. The consumer trusts the Coca-Cola brand to deliver them pleasure…
But does the consumer trust the brand to deliver them health…?
No! The Coca-Cola Light Plus product was withdrawn from the market after a year.
Thank You
Strategic Direction in Health and Wellness
Peter Wennström President & Expert Consultant www.Healthy Marketing Team.com
