Luke Cahill’s Post

#Spottedinstore This novel Happy coffee packaging structure caught my attention, but didn't do much to convey reasons to buy or anything close to the flavor, richness, smoothness, etc. I am seeking in a coffee. Shelf Breakthrough is important for new products, but ultimately accomplishes nothing if the product doesn't generate category-specific understanding and appeal. A little google search tells me this product is the brain-child of Robert Downy Jr. and another investor in Method and Eos successes. Category matters and follows different sets of rules. My guess is the formula that worked in other categories won't work here. What do you think? #firstmomentoftruth #newproducts

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Nicola Flynn

Human First Insights & Strategy

2mo

I think the packaging did its job in that it caught your attention - but the problem is they don't lean into why it is so different. You googled this brand, if when you clicked into their page they told a compelling story about why they chose this pack over the traditional, you might have been drawn in. To me, the breakdown here is that they dont differentiate in their storytelling. I had to dig around in the FAQs to find out why they were using plastic packaging.

Giselle Restrepo

Marketing Strategist | Insights Leader | Innovator and Connector

2mo

It also seems both wasteful and excessive. In an era where packaging is going more minimal/toward refills & bulk…this feels regressive. So many times I’ve heard from consumers that if a package is overly “fancy” without a clear reason, it’s either an expense being passed along to them (eg markup for something they don’t care about) or it’s overcompensating for a poor product (eg smoke and mirrors). Will be interesting to see how this shakes out!

Heather Maxwell, PhD

Revenue Generator fueled by insights and strategy | Former: University of Notre Dame Athletic Dept, General Mills, Conagra Brands, and Sazerac

2mo

At first glance, I thought this was a gummy or vitamin brand in the wrong aisle. Category norms are important and communicate a lot. The challenge is staying within the guardrails enough to communicate quickly but then grab attention in a meaningful way.

Dorothy Hildebrand

Bridging the gap to the consumer through strategy, insights, empathy, and a voice of reason.

2mo

Looks misplaced, like a vitamin that someone changed their mind about while in the coffee aisle. I like the attempt to disrupt color convention, but there needed to be some preservation of category cues to communicate the very basics of what this product is.

James T. Olsen

Business & Entertainment Attorney | M&A | Fractional Outside General Counsel

1mo

Reminds me of pill bottles or baby wipes - not the kind of 'happy' I'm looking for. 😂

Why is there talcum powder in the coffee aisle? 😎

Daniel Gjengdahl

Director of Video Production at Cinematic Empyre | Helping Catholic private schools reach their target audiences through effective marketing videos

2mo

The Peets coffee was the only thing i saw at first 😂 Stuff is so good fresh.

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