Can new products be given an advantage at launch?

New products need both an identity and visual standout to achieve traction in new markets. Product packaging is the coalface of branding as this is the touchpoint that lets consumers engage the brand directly. New product packaging is one of Just Design’s specialities and passions – and they are innovation partners with many of their existing clients. Most recently they were given the task to design the packaging for an exciting new household-cleaning product: Magic Eraser. The challenge for this remarkable product is two-fold: 1) capture the attention of consumers, and 2) communicate what the product does and what makes it exceptional.

This wonder product from Germany is set to revolutionise conventional cleaning. Essentially, it is a multi-purpose sponge that lifts and removes dirt from all around the home simply with water. State-of-the-art technology cleans simply and effectively, while being eco-friendly and chemical-free.

Giving a new product an advantage at launch is about understanding of the target audience – their push and pull factors – and how to leverage these to appeal to them. For Magic Eraser, Just Design needed to establish an all-new generation of household cleaners for South African shoppers. Which also means ‘unknown’ and ‘unfamiliar’ i.e. the market doesn’t know that the product exists nor that they need it. Therefore the pack needs to first attract attention and then persuade them that they can use it. To achieve this, the designers decided that, while it was key to own the German provenance for credibility, it was also critical to make the product relevant to local contexts.

The design uses the existing global identity as a departure point and localises it, bringing freshness and excitement. The on-pack character was modernised and is now an ambassador that embodies the tone of the brand, keeping it light and original. In line with the strategy, the on-pack information was adapted to stories that relate to our audiences: with examples like kids drawings, rust and tile grout. Again stories that work for SA consumers are the main hook: Magic Eraser is the preferred tool for cleaning at Ushaka Marine World and The Saxon.

The packaging is so important for Magic Eraser because in many instances, it will need to sell itself off-shelf, unsupported. There will be live demonstrations in some supermarkets but generally the pack must educate shoppers about the unique benefits so the packaging is its most important advantage.

Overall the strategic approach is targeted and SA-orientated. The resulting design is premium and hardworking. A perfect example of how the right partners can maximise a small budget and big dreams. This is a great agency-client relationship that’s bound to last long-term and we are sure to see many more new releases from them.

Magic Erasers are available from 1 July at around R49 on shelf from all leading retailers.

About Just Design

For 15 years, Just Design has proven time and again that good thinking leads to great creative. With a national footprint and accounts across Africa, Middle East and Europe, they are the strategic design partners for many blue-chip clients and global brands, and are one of the top packaging design agencies in South Africa.

For further information, please contact:
Vanessa Bosman
az.oc.ngisedtsuj@assenav
+27 (0) 11 234 4249