From consumer-focused to shopper-focused packaging: Nestlé realigns its Gerber brand using virtual research

This report describes how and why Nestlé redesigned the packaging of its market-leading Gerber baby food and infant nutrition brand in the United States.

From consumer-focused to shopper-focused packaging: Nestlé realigns its Gerber brand using virtual research

Geoffrey Precourt Warc

"Nearly everyone knows the Gerber baby," Deborah Campbell, head of consumer and marketplace insights at Nestlé Nutrition, told attendees at The 2012 Market Research Event (TMRE).

In fact, she revealed that the trademark logo of Gerber Products, the baby food company that Nestlé bought for $5.5 billion in 2007, enjoyed 100% awareness and an 80 percent market share.

"Our research has told us that the baby's head has incredible emotional appeal among all kinds of audiences," continued Campbell. "In fact, when...

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