One key way that you can gain customers and brand/product recognition is by changing up the design of your packaging. Yes, if you have a “classic” design, you do not want to change it up too much and risk confusing or losing customers, but you also do not want your product to look outdated. An old design can blend in with the competition, and you want your product to “pop” and stick out on the shelf.
Kayem needed a new design for the packaging of their hot dogs. “Classic is one thing, but ‘stale’ isn’t a term a marketer wants people to associate with his edibles.”
To change the packaging effectively, Kayem had to do a lot of market research to figure out what was wrong with the old packaging and what could make it better. First, Kayem removed the banner, “DELI”, because customers did not know what that meant. They decided to stick with “Old Tyme” to convey emotion and describe their hot dogs as being tasty and classic. They also decided to add “gluten-free”, “made in the USA”, and “no fillers, no artificial flavors, no byproducts” to the packaging. These statements have always been true of Kayem hot dogs, but they decided to focus on the health and quality of the food, otherwise consumers would not know. Kayem also decided to stick with the blue packaging to differentiate themselves from the competition and added a pictured of a cooked hot dog to grab the consumer’s attention.
Kayem’s new packaging design proved to be effective. After 12 weeks (ending July 11, 2009), Kayem’s volume rose 7.3 percent and sales were up 15.7 percent, according to ACNielsen’s Grilling Index. The new packaging is proven effective, because it catches attention and people are recognizing the brand.