Pieper and Associates
Growing a product line.
Client: Gardner & Bloome/Kellogg Garden Products
Challenge: Communicate product benefits to consumers
Details: Kellogg’s line up of Gardner & Bloome products had recently expanded to include 10 new Simple Source Fertilizers and a new Lawn Fertilizer. These 11 new products were joining a family of 8 pre-existing fertilizer products. Since each of the fertilizers performed their own specific function, the client needed a straightforward way to convey that to consumers. Most gardeners know the basic function of the products—i.e. they help things grow—but we knew we had to offer more in-depth information on each product so that the consumer can better understand their individual functions.
Solution: We used the sun rays element from the debuting Simples packagaing as a jumping off point to show the new products “growing” in a sunny field together with pre-existing fertilizer packaging. These products can work independently or in tandem—depending on the needs of the plants—so it was important to show them as a branded family. We reached the channel market with direct mail 8-page brochures that were sent to the retailers to introduce the new products and demonstrate the best way to set them on the shelf. Uncoated recycled paper stock and vegetable oil based inks were used to further relay the consistent messaging of “Natural & Organic”. To target the consumer market, large banners were designed to help point the way to the products in-store. And we used long-lasting laminated, 2-sided aisle info cards (attached at shelf with a bead chain) to give the consumer an opportunity to learn about each product.