“The fact that we think that we have great products and consumers have validated that for us, makes it that much more special.” The television ads, the print ads, the point of sale, the way we that we can take that and translate it into the things we do every day are very important parts of what we will do with this award.”
Director, Corporate Communications, Dr Pepper Snapple Group (2009 US Winner)
“By giving shoppers the confidence to try a product for the first time, the Product of the Year stamp makes their life easier and helps both brands and retailers”
Colin Watts, Chief Innovation Officer, Walgreens (2010 Jury Chair)
“We value POTY award as a good online endorsement and that is the reason we keep supporting POTY every year.”
Jessica Wang, WE eCommerce, Proctor & Gamble
POY LATEST NEWS
What can Product of the Year do for you?
ENTRIES for Product of the Year 2017 close in just a few weeks’ time. Stay out of the running and your product definitely won’t win. Get the application in and be in with a great chance, along with your rivals. Once thing is for certain: You have to be IN it to be in with a chance. Here’s some of the very best reasons for being part of Product of the Year 2017. INterest Winners report that recognition of their product on the shelves goes through the roof after a Product of the Year win with an average sales boost of between 10 and 15%. Shoppers themselves say their 86% more likely to buy an item that has won a Product of the Year awards. INstinct If you and your team know you have a good product, don’t just talk about it amongst yourselves. Product of the Year is a marketers dream, giving you the chance to tell the world what you’re doing right. INspiration We know that the economic mood is uncertain and that means employees are being asked to pull out all the stops. By entering Product of the Year you’re giving those hardworking teams a vote of confidence and inspiring them to even greater things. INvestment Yes, there are costs involved, but you get so much back. Winners can use the rather eye-catching Product of the Year logo for a full year, and all runners up also get a detailed consumer research report, worth around £12,000. INsight For any brand, finding out what the public thinks of you and your new product is the Holy Grail. The 11,500 + members of the public who vote for their Products of the Year will tell you what you need to know, and our market research company TNS will do all the adding up and analysis so you don’t have to. INvitation Did we tell you about the Product of the Year party? It’s booked in for 19th January 2017 and last year it trended on Twitter reaching 1.3 million members of the public. If you want to get your name on the guest list along with leaders in the industry and members of the national press, don’t forget to enter the awards in the next few weeks. Go to productoftheyear.co.uk/enter
Last month Product of the Year teamed up with Campaign at Cannes Lions 2016 to bring you the future of global brands. At the Product of the Year roundtable, global marketing giants debated the challenges of marketing product innovation across the globe. Drawing together top individuals and ideas from all corners of the globe, the delegates considered the challenges associated with giving a global vision local flavour. The roundtable was chaired by Mike Nolan, CEO of Product of the Year, with contributors including Silvia Davila, Vice-President and Global Food Chief Marketing Officer, Michael Inpong, CMO Muller Group, and Tarun Rai, CEO J Walter Thompson. Whilst consumer concerns were agreed to be a global problem – we all want our children to eat healthily and live in a safe, clean home, after all – attitudes across the globe still vary hugely despite increasing globalisation and shared technologies. What constitutes healthy eating in Beijing is unlikely to be the same as in London. So whilst the platform stays the same, delivery must be nuanced, the delegates concluded. CLICK HERE TO VIEW THE FULL ARTICLE ON CAMPAIGN
Buried in the Brexit-ness of recent weeks...
Buried in the Brexit-ness of recent weeks, Coca-Cola suffered a shock of its own, falling out of a league of top 10 global brands. Faster than a fizzing bottle, the doomsayers has some dire predictions about for big names. We heard (again!) that tech companies and ambitious start-ups were the way forward, that smaller brands were better at telling stories and gaining consumer trust, and that global companies were guilty of complacency in a market where the biggest challenge is the pace of change. More than once the ‘big ships’ of business have been accused of slow manoeuvring compared with the tight turns of their newer rivals. But given a speedboat or a tanker, we know who we’d want to steer us through the current unpredictable storm. At Product of the Year we’re not denying that these are fast-moving times when your best has to be consistently better than it was before, but no brands we see are sitting back and letting change happen without them. Judging by the entries for 2017, which are currently pouring in, the scale and scope of innovation by the nation’s most loved brands is as ambitious as it has ever been. They know that tweaking the products, while important, is not enough. Innovation today requires companies to gain their customers’ trust like never before, on social media, through feel-good campaigns, and by showing strong leadership through these uncertain times. Unilever’s vow this month to stamp out female stereotyping shows how a big company can exert a powerful social influence. While Wrigley’s Smile Back campaign, which has funded nearly 700 oral health sessions across Britain this summer, is a clear win-win, for business and the nation’s well-being. Yes, there are some innovative new brands out there who can claim an authentic following on all-powerful social media, and tech in particular may be able to quickly satisfy the shopper’s thirst to belong to a tribe and give them a more immediate experience to share. But as the corridors of power shake, and the economy wobbles, and future certainty is torn apart, we predict that consumers will find comfort in the brand names they know and trust. That doesn’t mean that brand evolution should stop. Those those brands that can show the future is a challenge they are ready to rise to, are the ones that consumers will want to sail them into the brave new world.
As we approach the middle of the Product of the Year calendar...
As we approach the middle of the Product of the Year calendar, not to mention the mid-point in the entry process, here’s a few figures to remind you why our awards just keep on growing. 1 month until entries close on 31st July 10 to 15 per cent is the average sales uplift for our award winners 29 years have flown by since Product of the Year was first established in France 40 countries around the world currently have a Product of the Year presence 42 % rise in Twitter followers Weetabix reported after a Product of the Year win 86 % of shoppers are more likely to buy an item that has won one of our awards 9 out of 10 winners would definitely enter the awards again 95 per cent are happy with Product of the Year 203 days remain until our awards ceremony on 19th January, 2017 365 days that winners get to use our prestigious Product of the Year logo on all-round advertising, marketing and packaging 11,500+ members of the public vote on products that pass the jury’s initial selection 120,000 people entered our goody bag giveaway competitions this year 1.3m people heard about Product of the Year when we trended on Twitter in January 2016 To find out more and to enter for 2017 before 31st July, go to productoftheyear.co.uk/enter
If Product of the Year proves anything...
IF Product of the Year proves anything (and we like to think it proves a lot!), it’s that iconic products aren’t the sole preserve of the past. We love to celebrate the likes of Marmite (established in 1902) and Tate & Lyle Golden Syrup (born 1881). And rightly so. These are just two British-born icons that have not merely stood the test of time, they’ve jumped up and down and jigged on it. But fortunately for us, innovation isn’t a static thing. It’s an ever-evolving opportunity, fed by changing times, bright minds and the consumers’ desire for better in whatever form that may be. That’s why brand leaders are constantly raising the bar and why the product launches we see today may well survive the passage of time to become the iconic classics of tomorrow. Yes, we all know the doom-laden statistics: three-quarters of FMCG launches fail in the first year. But what about celebrating the successes. Here at Product of the Year we’ve certainly seen a few. Former winner, Heinz Top Down Tomato Ketchup is an innovation worth squirting about. The glass bottle may still have its place but the squeezy bottle is condiment brilliance. Another victor, Persil Small and Mighty, changed the way we wash our clothes, and how we package our household products. Dove Summer Glow Body Lotion was a 2007 winner – and set the bar for the many other hint-of-tan products which followed. There are more than a clutch of other Noughties innovations which have already proved their staying power: Fruit Shoots and Ella’s Kitchen pouches, to name just two. Even the humble wrap has sliced away at the bread market. Nowadays all these are family staples, yet two decades ago they didn’t exist. Take Innocent smoothies. They’re a household name which have changed the way the nation drinks. They’ve been imitated endlessly but stand firm as market leader, albeit now owned by Coca-Cola. Yet it was just 16 years ago that Waitrose went out on a limb and stocked those crazy new smoothie drinks at 10 stores. The message here is clear: the blood, sweat and tears of today could be the future classics of tomorrow. Whether you love or hate the idea of being the next Marmite, in the end history will be the judge.