This means broadening shopper insights beyond your brand to consider the occasion, whether it’s a weekend adventure like camping or an everyday ritual like bathtime. What are the products that make up the moment and what makes sense from a brand alignment position? You’re both competing for the attention of the consumer, but with a stronger, connected story you’re bound to command attention.
Recently, consumer goods brand Johnson & Johnson partnered with Target to bring together their private label baby brand, Circo with J&J baby care products. Centered around bathtime essentials, J&J redesigned packaging to tap into Target’s private label brand identity to sell a cohesive story about baby care and bathtime essentials. The complete solution made it easy for moms to pair the products based on their coordinating patterns and colors. The two brands focused on the same mission and managed to create a one-stop shop for moms today.
Key takeaway: Traditional aisle presentation will always have its place, but as brands look for category growth they need to consider responding to consumers’ needs from an occasion based point-of-view, which might be breaching their current shelf containment.