For a fresh new product for the Swiss chocolate bar market, the name, as well as the packaging, have been developed – completely independent and multisensual – based on the results of an initially implemented Emo-Study. It was about defining the Swiss chocolate bar market with Milchschnitte & Co. anew.
Imagine a marvelous, magical world of curd cheese. The brand name “QUANILLA” gives you that feeling as well on your tongue and palatal. The moment that you hold it in your hand you can sense it as well, you can understand now fully the curd cheese world, which is encased with delicious chocolate. The first bite confirms your expectations; it tastes exactly like it looked before, like it pronounced itself and as it felt like.
With this, you have been a witness of fine multisensual marketing and EmoDesign®. And this works like that:
The product is a completely new type of cooled, fresh chocolate bar, which is filled with proper curd cheese and coated with an extremely fine layer of chocolate.
To achieve a truly independent and at the same time catchy positioning of the product, in addition to the established competition it has been evaluated as well the emotional wish for the perfect chocolate bar in a broadly conceived EmoResearch©-Study. The curd cheese itself has even been fragmented into its emotional modules and conceptionally recombined for the client.
As evaluation tool, the EmoCompass® was used, which is based on neurological insights. Complemented was the survey with organoleptic rational tests (including likert and JAR scales).
The EmoCompass®-System allows with selected and targeted questioning to capture the emotions of the consumers for specific product characteristics, without activating the rational parts of the brain; hence, the genuine and immediate emotions can be ascertained.
This way it is even possible to interrogate wishes to generate a wish benchmark, that is detached from the competition and yet surpasses them emotionally! By comparing the emotions regarding the wish and the actual state, one can identify fits and gaps, which can be filled with the corresponding measures. (>>> you’ll find more about this procedure here).
This profound procedure brought fascinating and new knowledge about curd cheese as a basis material, about the product and the competitor environment; and this new knowledge directly influenced the positioning, the design of the packaging and the naming.
For instance, in the process of naming it was emphasized that the pronunciation of the word produces a similar feeling (taste, texture, consistence) in the mouth. In other words, it had to emerge on one hand a “curd cheese feeling”, on the other hand a fresh sweetness that awakes in the brain of the consumer already while reading the name.
Out of it arose a name pool, of which Quanilla was in the end clearly the most fitting alternative. Remember, with “QUANILLA” you had experienced the fluffy, fresh curd cheese feeling in your mouth right from the beginning of this article.
For the packaging, as a next touch point from the view of the consumer, a special packaging paper was used and a design with matching typography, colour and pattern world chosen. Besides, an emotionalizing claim was selected, so as to support the overall effect desired. This with the result, that the according emotions were stringently communicated also via look and feel.
As a result of all these steps, it was possible to develop with the help of the EmoDesign© and the EmoCompass®-System an emotionally consistent whole and launch it successfully throughout Switzerland in the first Coop shops.
Communication that is emotionally for all senses coherent and so for our brain uniform, results in a memory and recognition performance of ALL senses and like that, the entire brain of the consumer may be used; in science as well known as multisensual enhancement (compare graphic below). The outcome is a deeper emotional anchorage, a better recognizability and a more efficient communication.
Grafik: Multisensual Enhancement
A simple product like a curd cheese bar may turn into an extremely fascinating, thrilling and involving product that conveys over all senses the same message and activates the right emotions – due to consequent EmoDesign©. This goes actually so far as giving Milchschnitte & Co. quite a hard time!
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More information about the new product Quanilla you will finde here: