Make PBH great - John Sauve - The Packer

Make PBH great - John Sauve

08/13/2009 02:17:30 PM
Tom Karst

PBH is good. Everyone knows Eliizabeth and her team are good. It's the industry that isn't so good at knowing what it wants and how to get it. This idea is about addressing both those industry weaknesses. We start with something that the industry already supports and is already good....and we make it great.

"From Good to Great" .....sound familiar?

Again, please don't say "it can't be done."...or "been there, done that"...or "how naive an idea." Please save those silly comments. There are too many silly things going around at the moment.....including that we need "at least 30 million" from first handlers to make something good happen. Not a lot of real strategic marketing thinking driving that thought.....mostly excitement and emotion and exploration....a lttle more real world homework necessary.  No argument that more money is good..... but the right strategic message is better.

And how about the silly one that says that "taste" (back to the positioning observation) is the consumption driver for fruits and veggies. Really? Think real hard about that one. Of course it's important...true of food in general. It's amazing how we (including the media) fail to dissect research before making statements like "Taste is King" and applying it to fruits and veggies.....possibly taking our eyes off discovering and leveraging the real drivers of fruits and veggies 'increased consumption."

 Why people select items "within" a category (fresh produce) may be different than what makes them select the category to begin with....and then what makes them truly "buy more and eat more."  The research from sources like IFIC or Opinion Research is wonderful, but we do need to analyze it more closely. Do you really think we can beat Doritos or Frosted Flakes on the taste dimension?  We could definitely beat Tylenol on taste but they’re in the Pharmacy......the Health & Wellness place.  Must be something we can win on....right?

So, let's figure out how "it" (drive increased per capita consumption of fruits and veggies for better health) can be done......with a reinvented PBH truly dedicated to its original health focused mission......with the deliverable being "economic and social benefit for all' (actually a little anthem sounding).

And by the way, there may be "one strategy in one setting" (language from the National Action Plan suggesting "75 strategies in 9 setting".....good heavens that's a lot.....can you name just 5 of them?)  that we think can really change the game.....with everyone on the playing field  involved somehow in the investment and the return.  All of this without the need for anything but  "A Great PBH" and a committed industry.

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