It's Like Cheers And Jeers, Only For Brands - Glad Ovenware, Moist Mates toilet tissue - Brief Article

Brandweek,  March 19, 2001  by Becky Ebenkamp

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Uniqueness may be a good selling point for a musical group or a fashion designer, but not necessarily for packaged goods. Innovation alone isn't enough to get people to try a product that's just plain weird. Like moist toilet tissue, which got an A grade for being new & different," but low marks otherwise. Below, recent product intros that AcuPoll Precision Research (www.AcuPoll.com) tested among consumers.

                          PureGold: Glad Ovenware
                     Total Panel Category Users
Overall grade             A            A+
Purchase probability      A            A
New & different           A            A
Price & value             B            A

Expert Opinion: Preparing food for family and friends can be a heartwarming ritual, whether for a formal function or a simple potluck. But baking dishes often get left behind. Category users gave Glad Ovenware's solution an A+, placing it in the top 5% of all concepts AcuPoll tested. This product provides meaningful advantages over existing aluminum bakeware: It's reusable, presentable, microwavable and dishwasher safe. Other brands will surely follow suit.

                          FoolsGold: Moist Mates
                     Total Panel Category Users
Overall grade             D            C
Purchase probability      D            C
New & different           A            A
Price & value             F            F

Expert Opinion: Feeling clean after using the bathroom is something everyone can appreciate. But who wants to eel moist after visiting the loo? Unfortunately for toilet tissue Moist Mates, not many, or the bidet would be a heck of a lot more popular in the U.S. Not only does the product suggest that potential buyers have a wee problem in the john, it hangs rather indiscreetly under the regular TP for all the world to see. Just like the tissue, this idea is all wet.

COPYRIGHT 2001 BPI Communications, Inc.
COPYRIGHT 2001 Gale Group