Cryovac

New Product Launch

With a long-standing reputation in the professional food service world for tough, innovative, food storage, Cryovac enjoys strong, authentic brand equity. That made our job easier when asked to extend the brand into the resealable plastic bag category.

Challenges

  • The resealable plastic bag category is dominated by established brands.
  • Ziploc, the market leader, enjoys genericized status.
  • Although Cryovac enjoys an 84% awareness amongst end-users, it isn’t known as a consumer-facing brand.

insights

In the world of food service, the Cryovac brand enjoys strong back-of-house brand equity.

Resealable bags perform a basic, but easily compromised purpose. A good bag is one that you don’t have to think about.

Consumers want food storage bags that are easy-to-use, secure, and durable.


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strategy

Develop and launch a new line of resealable food storage bags that leverages Crovac’s reputation for professional-grade durability.

solution

To gauge opportunities for this brand extension, we undertook an extensive competitive audit in both the B2B and B2C spaces. Because the resealable plastic bag category is not known for product innovation, we developed a bold new market positioning. Our eye-catching packaging embodies the promise of a tougher, more innovative storage solution.

services

  • Market Research
  • Competitive Audit
  • Packaging Design
  • Sales & Marketing Design
  • Launch Campaign
  • Video Developement