Any company that has been around for over 125 years must know a thing or two about consumer loyalty, and leading spices and seasonings producer McCormick Canada Inc. certainly knows the value of consumer feedback when it comes to launching new products and packaging.
Late last year, the venerable company—a subsidiary of the Hunt Valley, Md.-headquartered McCormick & Company—turned to consumer research specialists Ipsos to survey Canadian shoppers about the new packaging design developed for its Club House Core line of primary spices.
Using advanced new OptiScan technology to measure eye movements when viewing a so-called ‘planogram,’ Ipsos researchers drew an overwhelmingly positive consumer response to the new packaging for the brand, which is now making a national rollout across all the major Canadian grocery and retail outlets.
“Results showed that consumers were very accepting of the packaging update, and were excited to see the evolution of the Club House brand,” says McCormick Canada product manager Linda Stiles.
“Some descriptors used for the new look were ‘appealing, inspiring, educational, modern andunique’ when compared to other offerings in the marketplace, which are all very positive associations for the brand,” Stiles adds.
Designed by the Toronto-based branding specialists Marovino Visual Strategy, the updated clear-plastic Club House containers now feature mostly clear wraparound labels—produced by All Stick Label of Vaughan, Ont.—that fully display the texture and color of the packaged spices or herbs, with the Lancaster, Pa.-based Berry Plastics providing a fitting crowning touch with embossed red caps outfitted with branded tamper-evident stickers.
Another Lancaster-based company, JL Clarke, handled the printing for the smaller, rectangular-shaped Club House Core tins, which feature easy-to-read variety names on the side panels and a new red flip-top lid with a tamper-evident tab.
The upcoming new packaging launch will also include larger-sized ‘club-pack’ plastic containers outfitted with decorative labels printed by the London-based Wright Lithographing Company Limited, with Novellus Graphics supplying the prepress services.
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