30% over projections...
Shelf placement of GE 2.4GHz phones at retail increased as much as 30% over projections as a result of retailers' positive embrace of the product, its new branding and positioning.
When GE unveiled its new 2.4 GHz phone series in a highly competitive market, the company sought a packaging solution to highlight the product's sleek design and intended function. Differentiation was the critical element to ensure success. Once again, GE turned to Brainstorm. Brainstorm associates approached the project with an understanding of large-scale product lines, familiarity with consumer electronics, sensitivity for corporate brand management, and innovative marketing experience.
Solution
The answer was a packaging system that maximized the visual impact at the point of sale. A lifestyle panel and product panel were introduced in a simplified design that provided visual relief among other consumer choices. Solid purple, silver, and yellow colors on the product panel supplied alternating retail display options while the lifestyle panel targeted a specific and approachable consumer demographic. The result was a solution that maintained the familiar GE standard of quality and introduced the line within an innovative graphic environment.
Outcome
Brainstorm's innovative packaging system created the necessary product distinction desired by the client. The striking design arrangement took full advantage of the presentation and set the product apart among similar brands. The result was a consumer response that exceeded expectations and created demand that outpaced available levels of production. GE's marketing efforts reached their full potential with the help of the collective expertise and experience found at Brainstorm.
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“ The new Brainstorm packaging solution elevated the perception of the GE brand in the highly competitive 2.4GHz phone arena to the extent that our competitors were knocking off our look, and we had the enviable situation of having retailers' demand nearly triple the original forecasts.“
Jai Massela
GE Communications Marketing Manager, Atlinks
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