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PackTrends
2020
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aesthetics and identity
FIGURE 5.38
Organic Products
Source: Press Release
Consumers are more concerned about the health
and seek to improve their diet, either by experiencing a
disease in the family, or in their own life to realize the
need for change. Nowadays, for example, drinks are not
only bottled water and cans of soda, the development
of drinks with added vitamins and other nutrients is an
important area within that industry (VISIOGAIN, 2012).
Thus, the benefits related to the trend of health and
wellness in life also move the consumer industry. In
this context, the company TheWell @ GSW, which works
with market research in the area of health and wellness,
brought the concept of the health heroes, trying to
associate the image of the heroes we know with how
companies direct their marketing. The goal is to solve
the dilemmas of welfare for consumers, connecting
them with brands with healthy intentions, gaining their
loyalty and affection.
Five figures or profiles were elected to illustrate
how brands and their products can be classified
according to their attitude toward the consumer,
namely, discoverer (The Pathfinder), Inspector (The
Mystery Solver), immediate (A Hero in the moment),
employee (Action Hero) and help (The Helper Hero).
Each company has the profile of a hero to define the
sales strategy (Goffe, 2012). A selling strategy does
not always depend on the package, as is the case
with the brands or products in the inspector profile,
which use other tools such as research sites, to attract
the consumer, and with employee profiles, seeking
partnerships to supply their products to schools, for
example. Another example is the brand or product
with the immediate profile, which centralizes its stake
in consumption on the go by investing in products for
vending machine.
The ready meals from London based company,
Scratch Meals, can be considered examples of products
with the pathfinder profiles, i.e. one who has the courage
to explore a new market. The product came in 2010,
first in free markets and trade in natural products, and
proposes food consumption which is 100% natural, has
no additives or preservatives and is balanced, locally
sourced and prepared by hand. The consumer prepares
his own food following the recipe that comes on the
back of the pack as a draft handwritten (scratch) and
packages are recycled PET, allowing you to view all the
ingredients, so that the card surrounding the tray relates
to a purchase performed in fairs, markets or warehouses
and grocery stores (Figure 5.39).
FIGURE 5.39
Product with the pathfinder profile
Source: Press Release
The product with the helper hero profile enables
a new combination, a new option as one product
combined with another to do well. An example of a
product with helper hero profile is the flavoring for water
from Kraft Foods, called Crystal Light, which contains