So far in 2007 we've seen some exceptional product launches. From technology to retail and from car manufacturers to apparel, new products have transformed the landscape.
So what defines an “extraordinary product launch’’? Obviously, a great product is essential, but also the ability to generate buzz. So let's take a look at the launches that have packed the most powerful punch in '07.
The selections below are in chronological order of appearance in the market and not in order of impact since the final choice of approval/liking/purchasing is yours and future will show which one was the most successful product launch. Our criteria though were mostly, huge user growth in a short period of time. Another important factor was getting maximum press, web and blog exposure. And last but not least a lot of buzz about these products prior to launch, or shortly after.
So here is my top 10 product launches for 2007, so far:
1. Starbucks sandwich
In January 30th, Starbucks has started to offer breakfast and lunch sandwiches in addition to its usual coffee. The breakfast additions are the latest development in a trend of chain cafes expanding their menus to include gourmet coffee and breakfast products. Starbucks began test-marketing the sandwiches early last year before deciding to launch them in shops throughout Connecticut, Rhode Island and Massachusetts. And though many of Starbucks’ innovations — its Italian phrases and CD offerings from “The Shins,” “The Decemberists” and “John Legend” — appeal to a very specific urban youth demographic, the company said the sandwiches aim to satisfy a less narrow audience. “At our core we are a coffee company,” Starbucks National Press Secretary Dana Ropper said. “Offering our customers the option of a warm breakfast sandwich, a warm pastry or lunch item is just one more way that we can satisfy our customers’ desire for a great tasting accompaniment to their cup of Starbucks coffee.” “The sandwiches have had positive reviews. We’ve seen the same people coming in, buying the sandwiches and telling us how much they like them.” According to Ropper, over 90 percent of customers during a product trial in Washington, D.C., and Seattle last year felt the sandwiches were “very/somewhat appropriate” for Starbucks, with zero percent saying the sandwiches were inappropriate for the chain. In addition, 70 percent said the sandwiches enhanced the Starbucks image. While Starbucks has added breakfast sandwiches to compete with products sold by other national change — like the McDonald’s Egg McMuffin, one Starbucks sandwich includes eggs, bacon and cheese and is priced in the range of $2 to $3 — companies like McDonald’s and Dunkin’ Donuts have added new menus items and revamped restaurants to compete with Starbucks’ “hipper” image. Last year, Dunkin’ Donuts unveiled breakfast sandwiches such as the “Sausage Supreme Omelet Sandwich,” composed of eggs, sausage and American cheese, and the chain has selling lunch and dinner foods as well as fancy coffee drinks such as lattes and espressos for the past several years. The company has even toyed with dropping the “Donuts” from its title to communicate its broadened selection. Last year, McDonald’s also released a line of gourmet coffees, served with insulated cups and lids similar to the Starbucks’ cup design. McDonald’s Bistro Gourmet restaurants have opened in a few locations in California and Florida, and the new restaurants boast upholstered seats, carpeting, dark wooden molding, colorful wallpaper and oil paintings. Let’s see how long this breakfast race will last and who will be the winner!
2. Aloft relaunch; first hotel in Second Life
In September 2006, Starwood Hotels used Second Life as a virtual testing ground for a new chain of real-world hotels, called Aloft. The company constructed a prototype where visitors could walk the grounds, swim in the pool, relax in the lobby, and inspect the guest rooms. The incorporating suggestions from Second Lifers were taken into consideration into the design of the first real Aloft hotel, that will set to open in Rancho Cucamonga, CA, in 2008. In May 8th, 2007 Starwood Hotels after reviewing all the Second Life residents’ comments applied the changes and unveiled the newly renovated virtual hotel that will also be reflected in the “real-life” Aloft hotels. Starwood Hotels got plenty of media attention for launching "Aloft," in Second Life and with that re-opening they got even more.
3. Microsoft surface
Microsoft Corp.'s biggest secret looks like a normal coffee table, until it's switched on! Microsoft Surface is a computer that uses the tabletop as its high-resolution display, recognizes objects placed on the surface and skips the traditional keyboard and mouse in favor of fingers on the screen. A variety of uses is available from people accessing maps, getting details about events and venues, creating itineraries, browsing music, photo sharing, games, food ordering and the virtual concierge idea. It is 22 inches high and 42 inches wide, with a 30-inch screen and it can be used simultaneously by multiple people sitting on different sides of the table. Microsoft is breaking from its traditional PC model by offering hardware, not just software. The price ranges between $5,000 to $10,000 per unit until it hits the broader consumer market, getting into hotel rooms or consumers' homes and that will bring the price down. Microsoft will expand it into other shapes and sizes, as well including wall versions. The product's genesis came in 2001 but it was announced recently at a Wall Street Journal conference in May 29th 2007and it will start deploying in retail and entertainment settings in November. Starwood Hotels and Resorts, Harrah's Entertainment and T-Mobile are among those planning to use Microsoft Surface. Sheraton New York Hotel & Towers and SIGGRAPH Conference in San Diego are the two places that give you the opportunity to get hands-on with Surface.
4. Dasani Plus
DASANI announced in May 31st the launch of DASANI Plus vitamin-enhanced flavored water beverages. The line, with zero calories per serving, comes in three varieties: Refresh+Revive (Kiwi Strawberry flavor), Cleans + Restore (Pomegranate Blackberry) and Defend + Protect (Orange Tangerine). Independent research showed that vitamin-enhanced water is the growth leader in the water category - larger than the flavored and sparkling water categories combined! In every U.S. region, vitamin-enhanced water has an 11+ dollar share of the total water category, providing the highest retailer revenue per case in the overall water category. These factors, along with consumers’ evolving health-conscious lifestyles, created the platform for DASANI Plus as the next step for the DASANI brand. “The time was right to build on the success of the DASANI brand and its great taste promise, and to create the fresh-tasting enhanced water DASANI Plus,” said Gloria Garrett, Coca-Cola North America Vice President, Hydration. “DASANI enhanced water beverages are a real 'Plus' for consumers seeking great taste, zero calories, and added nutrients.” DASANI Plus is packaged in distinctive 20 fl. oz. single serve PET bottles with a clear shrink-wrap label. Available on shelf and in coolers in supermarkets, convenience and other retail stores, DASANI Plus suggested retail price will be competitive within the enhanced water category and will be supported throughout 2007 with a fully integrated marketing program that includes consumer sampling programs, Web/interactive communications, radio, point-of-purchase displays and public relations.
5. Gapkids and Babygap (PRODUCT) RED collections
BabyGap and GapKids announced in June 21, 2007 the latest addition to the (PRODUCT) RED family, the new, limited edition (PRODUCT) RED collection made especially for babies and children. Half of the profits from Gap’s sales of the babyGap and GapKids (PRODUCT) RED collections go directly to the Global Fund to finance programs that help women and children affected by HIV/AIDS in Africa. This special delivery of (PRODUCT) RED items for kids and babies are available in select babyGap and GapKids stores and online at babygap.com and GapKids.com. GapKids and babyGap have introduced a new, extended assortment of (PRODUCT) RED items for kids and babies that is rooted in classic Gap product categories like bodysuits, T-shirts, hoodies and pants. From a baby bodysuit featuring the word ADO(RED) to a T-shirt for girls with the word INSPI(RED) and a hoodie for boys inscribed with DISCOVE(RED), the collection features subtle yet distinct details inspired by (RED). To celebrate the introduction of the GapKids and babyGap (PRODUCT) RED collections, Gap recently launched a powerful new advertising campaign. Photographed by renowned photographer Annie Leibovitz, the ads feature a cast of incredible celebrities who are INSPI(RED) by and passionate about (RED). The campaign consists of compelling images of Oscar-nominated actor Terence Howard pictured with his three children Hunter, Aubrey and Heaven; Grammy-award winning musician Natalie Maines alongside her sons Beckette and Slade; and Oscar-nominated actress Abigail Breslin, of Little Miss Sunshine fame, with her friend Curious George. Each image features the celebrity wearing their favorite Gap (PRODUCT) RED item in a way that expresses their individual style. The campaign spreads also feature poignant phrases that emphasize the importance of joining the fight to eradicate AIDS in Africa – they read “Every Generation Has a Voice”, “Every Generation Has a Heart” and “Inspire The Next Generation To Change The World”. Developed by Laird+Partners, Gap’s creative agency, the print campaign is running in the July issue of Vanity Fair.
6. iPhone
Apple entered the mobile phone market this year with its revolutionary iPhone which went on sale in June 29. All 164 Apple retail stores in the US stayed open until midnight in order customers to purchase it and on Saturday as well in order to offer free, in-depth workshops to all iPhone owners. iPhone combines three products into one small and lightweight handheld device—a revolutionary mobile phone, a widescreen iPod, and the Internet in your pocket with best-ever applications on a mobile phone for email, web browsing and maps. iPhone introduced an entirely new user interface based on a revolutionary multi-touch display and pioneering new software that allows users to control iPhone with just a tap of their fingers. iPhone is available in a 4GB model for $499 and an 8GB model for $599, and works with either a PC or Mac.
7. Pringles Rice Infusions
Procter & Gamble is giving the rice snacks sector an $20m boost with the summer introduction of Pringles Rice Infusions, the biggest new product launch for the snacks brand in many years. Available in 160g tubes, Pringles Rice Infusions goes in-store from 1 July, to be followed shortly by a $7m media campaign and below-the-line activity.“This is a big, big launch, which has mass appeal across the marketplace,” said Pringles brand manager Amber Kirby. She said consumers viewed rice snacks as having “no taste and boring” and only bought by “health-conscious consumers”. P&G, she said, had worked for more than a year in creating Pringles Rice Infusions, which would be marketed as much on the taste as the lower fat content. There is demand in the market, she said, for 'better-for-you' snacks and Pringles Rice Infusions have 30% less fat than regular Pringles. Pringles Rice Infusions carry a recommended retail price of $2.85, the same price as the main Pringles brand. The new launch comes in four flavors – Sour Cream & Onion, Salt & Vinegar, Cheese & Onion and Sweet BBQ Spare Rib. Extensive point of sale is available to coincide with the launch.
8. Pepsi Diet Cola
Pepsi has launched its newest diet cola variation: Diet Pepsi MAX. This DP, Long known for it's higher-than-most-colas caffeine content adds Ginseng and boosts each drinker! What is really interesting, though, is Pepsi's ad campaign surrounding the new product. It's website, www.WakeUpPeople.com, features a 'Yawn-a-Thon' that tracks yawns, shares photos of yawns, provides yawn prevention tips, etc. Pepsi also commissioned a yawn study in conjunction with the launch of the new beverage that's full of interesting facts, such as: 84% of Americans experience a daily 'afternoon slump. More than half of respondents admit to yawning up to five times a day. Another 86% believe that those yawns are contagious. One-third of Americans blame the workplace as the reason for their exhaustion. The most popular ways respondents overcome their slumps at work include walking around the office (58%) and consuming caffeinated beverages (52%). About one in five respondents (18%) has faked a yawn to get out of a conversation. Nearly one in ten (8%) Americans has yawned while on a job interview. 54% of working Americans say they would take a nap at work to reinvigorate themselves in the afternoon if given permission by their supervisor. One-third (32%) have admitted to yawning on a date.
9. Unilever and Univision Launch Branded Online Telenovela
In July 10th 2007, Caress by Unilever and Univision, have jointly produced a groundbreaking interactive novela. The six-episode novela entitled Mi Adorada Malena, celebrates strong and enchanting Latinas and will premiere in short form on July 10th in primetime on the Univision Network, and will run in full form every week on Univision.com. Rising star Cynthia OlavarrÃa, former Miss Puerto Rico and Miss Universe 2005 first runner-up, will be making her novela debut as “Malena Ferreira,” a successful spokesmodel for Caress Exotic Oil Infusions. “Playing Malena has been an incredible experience,” said OlavarrÃa. “I am grateful to the Caress brand team and Univision for giving me the opportunity to play a Latina who is strong and successful. I hope my character inspires many Latinas to unleash their own enchanting sides.” “Caress is encouraging women to unleash their mysterious sides through passion and romance,” said Rob Master, Unilever U.S. Marketing Director, Caress. “It was a natural fit to partner with Univision to introduce a unique and interactive novela, complete with the mystery, intrigue and love triangle typical of the genre.” “We are excited to partner with Unilever on this groundbreaking initiative,” said Dennis McCauley, Co-President of Network Sales, Univision Networks. “Univision is committed to leveraging our unrivaled connection with U.S. Hispanics to effectively and creatively meet the needs of our advertising partners.”
10. Harry Potter and the Deathly Hallows
Hundreds of thousands of people around the world took to the streets Friday night 20th of July 2007 in order to buy the last in the seven-book series by J.K. Rowling. The fictional boy wizard who launched an unprecedented number of marketing opportunities and five blockbuster movies so far got his final chapter in the struggle between good and evil. Buzz surrounding the book had been so intense that several photographs of leaked pages already appeared on the Internet before the release date. The New York Times and Baltimore Sun also published early reviews of the books Thursday, claiming the novels were purchased legally. A small percentage of books also were shipped to customers earlier this week, prompting U.S. publisher Scholastic Corp. But the threat of spoilers didn't ruin the party. Advance orders for the latest book broke records (Amazon reached nearly 1.6 million copies) and release celebrations were held around the world. Several companies in New York City spent millions on marketing campaigns and parties for the book's midnight release. In Scholastic, Borders store, bookseller McNally Robinson and the Barnes & Noble store the crowd inside counted down the final seconds to the book's release. In Frankford Candy & Chocolate Company Inc., the jelly beans, which come in flavors such as vomit, booger and earwax, inspired by Harry Potter double their sales during years when a Harry Potter book is published, said Julie Nunn, director of marketing since the kids feel they have a Harry Potter experience when they eat those beans. The publishing phenomenon of the decade (maybe even of the century) and the excitement connected with the release of the last book is epic. The fact that the movie "Harry Potter and the Order of the Phoenix" was launched at the same month, representing the third biggest international opening frame ever also bonded people all over the world and made the launch even bigger. The official Harry Potter game creators, Electronic Arts (EA), updated their web site with new graphic featuring characters from the movies. The site was launched even earlier and the game was released before the movie in beginning of July. At the same time, Harry Potter star Daniel Radcliffe was hosted in the US TV show of Larry King Live and Rupert Grint, who plays "Ron Weasley", made an appearance at the F.A.O. Schwartz toy store in New York City. Last but not least, the main reason that the book has been so successful is not only the marketing initiatives mentioned above but mainly it’s the source material.
In other words no launch initiative of none of the products mentioned above could become a success without a good product or service as the base. On the other hand launches have always the power to elevate or to deprive the new products. And once this happened, it affects the whole life cycle of it since it’s very difficult to change impressions after an unsuccessful launch.
For 2008…,
the launch has already started in April 2007
11.Smartcar
Smart Cars of America has been spreading the word to Smart drivers since 2000, showcasing intelligent vehicles for discerning drivers looking for higher than average fuel efficiency married to one-of-a-kind styling. In 1998 the Smart car made its first American appearance as Official Timekeeper for the Goodwill Games in New York. When the Smart made its debut, it was regarded as a publicity stunt. It was described as eccentric, economical, somewhat entertaining and dangerous. Since January 2004, the smart city-coupe and smart cabriolet have been called smart fortwo coupe and smart fortwo cabriolet, the name is lowercased, in MCC Smart car custom. The redesigned 2007 Smart Car ForTwo is now city car for crowded metropolitan areas. The Smart Car is one of the most fuel-efficient, gas-powered cars on the planet. Selling the Smart in the United States is a significant challenge and substantial gamble for the manufactures and the bona fide groups, now (UAG and smart USA) involved with the project. The tiny two-seat Smart car is a common sight on the congested streets of European capitals, something DaimlerChrysler AG is eager to duplicate in cities like New York and Los Angeles when it begins selling the vehicle in the United States next year. But alongside the promise of fuel efficiency — the Smart fortwo can get around 40 miles per gallon — and of parking in the narrowest of spaces, the automaker will have to convince American drivers braving roads filled with sport utility vehicles that the micro-car is also safe. At just 8.8 feet long and slightly wider and taller than 5 feet, it is already one of the smallest cars on any road in any country; it weighs around 1,700 pounds. The company touts its safety package: a stiff "safety cell" frame, antilock brakes, side and knee air bags, and intelligent seatbelts that sense motion changes. The fortwo, slightly bigger than the European version, with a three-cylinder, 700cc engine, is scheduled to hit the U.S. market in early 2008. The base model will be priced at about $12,000. An intermediate version is expected to start at $14,000 and will boast air conditioning, alloy wheels and a panorama roof. A Cabriolet version will start at around $17,000 and feature an upgraded sound system with MP3 capability and a six-disc CD changer. Sales and service will be handled by United Auto Group Inc., with the first dealerships to be announced later this year. Smart USA spokesman Ken Kettenbeil said U.S. tests are likely to be completed this year with the result released in the fall, and that the company expects a four-star crash rating. In Europe, where smaller cars are more numerous and mismatched collisions less likely, size has not been a problem, said Vicenzo Luca, a spokesman for Germany's ADAC, Europe's biggest automobile club. The new model also includes complete driver and passenger front and side air bags. A collapsible steering column is designed to retract if there is a serious front-end collision. The seats have seatbelts that adjust to motion changes to tighten or release. DaimlerChrysler said the additions are part of its adherence to better safety in all its cars, from the big Mercedes-Benz models to its SUV Dodge Nitro. Smart USA Distributor LLC, part of United Auto Group Inc., launched a 50-city U.S. road show in May to give would-be buyers a chance to test drive the fortwo. The campaign has been to Detroit, Los Angeles, Minneapolis and Boston and is scheduled to go to other cities including New York, Charlotte and Seattle. At a stop in Detroit Tuesday, Dave Schembri, president of Smart USA, said he expects to have between 40 and 60 dealerships open by Jan. 1. Schembri said the U.S. target market is not a certain age or income level, but rather one of attitude and lifestyle. He said he plans to tap that market through the road show and other nontraditional marketing, including on the Internet. "In America, we love our cars ... but we love cars that are fun to drive," he said.
Tuesday, October 16, 2007
Wednesday, March 7, 2007
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