Food for thought: the benefits of licensing characters on FMCG product
The supermarket is a crazy place. And I’m not talking about the recently released bright pink Heinz Barbiecue sauce.
Decisions are made quickly. VERY quickly. In fact, some studies show that a supermarket shopper can make a decision in as little as 5 seconds before moving on to their next purchase.
That means that brands have an extremely limited window to capture a shopper’s attention. Shelf placement, packaging design, pricing strategy and product messaging are key levers in which brands can pull in order to fight for eyeballs.
Licensing is a tried and tested strategy for products to jump off the shelves, with FMCG brands across a broad range of categories regularly placing characters on their packaging.
It’s popular because it works.
I’ve been in the licensing world for 17 years, and half of that time I was specifically working on the FMCG category. I’ve managed licensed products for major supermarket brands such as Nestle, Colgate, Cadbury, Kraft and Danone.
What I’ve learnt is that licensing in the FMCG space can be hugely effective.
Characters are familiar and jump off the shelf
Bluey. SpongeBob SquarePants. Peppa Pig. Famous characters are cherished by consumers. They are instantly recognizable and allows product to stand out amongst the competitors on a busy supermarket shelf. They can add credibility to a lesser known FMCG brand while strengthening a connection to a brand that the customer is already familiar with.
Appealing to main grocery buyer
Parents are mostly the ones filling up the shopping trolley for their family. Characters that are generationally known can be popular on FMCG product because the person deciding on the purchase is already aware of them and what they represent. Characters like Mickey Mouse and Sesame Street’s Elmo can be very effective when appearing on FMCG product because they have a strong level of trust with the main grocery buyer, who also grew up with the characters.
Pester Power or helping kids be healthier?
Shopping with the kids? You will no doubt experience them noticing one of their favorite characters on a product and reaching towards it. This can be challenging if the product is an unhealthy snack, but it can be very helpful when it comes to fruits, vegetables and other healthy items. Children are much more likely to engage with a food product if it has their favourite character on it – even if it’s a yucky vegetable!
The supermarket is one of the most ruthless retail spaces. Licensing characters can be an effective way in ensuring that products get a competitive edge and keep their shelf space in what is an extremely competitive environment.
Interested in licensing for your company? Click here →
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