The cereal king announced late January plans to test a new box shape. Battle Creek Enquirer reports Kellogg Co. will be determining if the new box shape takes up lass space on retailer’s and consumer’s shelves.
In a retail store, brands strive to get the optimal placement on the shelves. Not too high, but not too low is the goal. Kellogg’s move to change the box shape will affect the look of retailer’s displays. Possible for the better.
Kellogg’s incentive to test the new box shape is from collected customer research. The new box shape is shorter and deeper, maintaining the same gross weight. Kellogg’s officials see the new box shape as a win-win for both retailers and consumers. Consumer’s will be able to fit the boxes easier in their pantry, while retailers can be more flexible with merchandising options.
At retail, will the new box shape have more aesthetics on display? Will the box shape be the determining factor over the competition for the shopper?
Very interesting topic (picked up via twitter).
I think the effect will almost certainly be positive for Kelloggs. Changing the appearance of the box will trigger the unconscious visual filter and alert to something new (and potentially risky).
The Kellogg’s brand will then be sufficient reassurance (for most) to off-set this.
The entire process will make an unconscious part of the supermarket experience conscious and raise awareness of the Kellogg’s brands involved.
This will, in turn, trigger the associations people have with them, causing them to re-indulge their adoptive brand values (many maternally related and therefore positive).
In the longer term it won’t make much difference though!
Interesting to see what others think.
Philip
The win-win for both retailers and consumers is the way to go! The visual impact that the new shape/size of the cereal box will bring on the shelves is certainly catch the attention of consumers, and probably they’ll understand the new proposal. If a change is for better, whatever product it is, then the courage to dare must take place. And… that’s good someone thought about the pantry and not just the shelves on stores!