In 2015, Intermarché, a French supermarket chain, rolled out a product, labeled as the freshest squeezed orange juice in history. This orange juice, which had an average sales performance in the market before, saw a sharp increase in sales after bottle label was revised. How did the packaging contribute to its sale increase?
A well-designed packaging label design can easily bring 50 million media exposures within three hours.
In Europe, people consume almost half of the world’s orange juice. For this juice drink, the most important selling point is nothing more than freshness. Therefore, when the French supermarket chain Intermarché found that their customers didn’t like to buy orange juice in the supermarket, they directly targeted the freshly squeezed juice shops that diverted their customers as competitors. Then a brilliant idea appeared!
Intermarché created the freshest fresh orange juice brand ever created : a brand whose name is in itself a proof of its freshness, whose name is the exact minute the juice was made. Whether it is fresh or not is clear at a glance!
“Our freshly squeezed orange juice is so popular that after three days on the market, the sales of each supermarket increase by 4,600%,” said the staff of Intermarché.
When buying goods, especially fresh ones, consumers are most concerned about the freshness of the goods. The production date is the most intuitive display of the freshness of the products. In the past, the freshness of the goods was determined by the day. However, the “freshly squeezed orange juice” of Intermarché supermarket is determined by the minute. Moreover, the “date of birth” of each bottle of juice is displayed on the bottle label, which most directly meet the needs of consumers.
It is inevitable that such products became popular among the vast number of consumers. Although this method is currently still difficult to be implemented by most brands, the service attitude and creativity is worth learning by every business. How can fresh products successfully stand out in industry competition? Try to publicise the “production date”, which may bring fabulous gains to all businesses.
According to reports, this orange juice increased the number of visitors to the supermarket by 25%. Whenever it is, as long as you correctly and intelligently deliver what consumers want most, you are likely to win the market and consumers.
Source: Intermarché