A few quotes from POY winners and retailers in the US and Europe.
- John Drake, Head of Emerging Channels, Procter & Gamble
“Product of the Year is a great endorsement of the product innovation delivered by our brands because it’s voted for by consumers. In the last 12 months we’ve launched some fantastic products and I am delighted that they have been recognised as being best in class in their categories. Convenience retailers really should be stocking P&G brands as it is a fantastic way to ensure they are offering a range that shoppers know and trust and therefore will want to purchase."
John Drake, Head of Emerging Channels at P&G
- Jim Viggars, Head of Meat Quality, ASDA
“At Asda, we are immensely proud to have won our first ever Product of the Year Award for our Butchers Selection Pulled Pork, being recognised by over 12,000 consumers for both innovation and quality of our own brand products. The win has had an incredible impact on sales which is evident in a 50% uplift following the win whilst also having a halo effect on the rest of the Butchers Selection range. There’s no doubt that the Product of the Year stamp gives shoppers the confidence to try a product for the first time, therefore benefiting both the customer and retailer alike!”
Jim Viggars, Head of Meat Quality, ASDA
- Michael Inpong, Marketing Director, Muller Diary
“We love Product of the Year, it’s a fantastic institution in the UK – it helps tremendously to boost sales and drive awareness of innovation. The more you put behind POY the more you get back”
Michael Inpong, Chief Marketing Officer, Muller Group
- Tatenda Matemera, Assistant Brand Manage, Unilever
“We think the logo is very strong because in a consumer opinion when they see this on pack for example, it gives them a stronger reason to believe that the product has a real quality – so we will definitely use this logo on our pack and in communication in the digital world; on face-book and the website to basically support our products”
Tatenda Matemera, Assistant Brand Manager, Unilever
- Elaine McCague, Marketing Manager, GSK
“We feel within GSK that POY is really beneficial to win – it really does help consumers to choose between the number of products they see within a supermarket”
Elaine McCague, Marketing Manager, GSK
- Jane Hamilton, Consumer Editor, The Sun
“We always feature the winners in the paper and I know there's a sales uplift”
Jane Hamilton, Consumer Editor, The Sun Newspaper
- Sophie Rock, Brand Manger, Beiersdorf
“An accolade from real consumers and I think its like the ultimate test for your innovation. Nivea will be using it online, digital activity, and social activation,and also through PR as well”
Sophie Rock, Brand Manager, Beiersdorf
- Jessica Wang, WE eCommerce, Proctor & Gamble
“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
“This really does have authority; consumers believe it and we can leverage it in so many ways.”
Margret Jobling, Sara Lee
“We know people respond to the award and that it has recognition as being independent.”
Elizabeth McGregor, Energiser/Wilkinson Sword
“GSK are hugely proud that consumers have voted us winners of this fantastic award.”
Alastair Strang, GSK
“It has credibility because it is backed by 12,000 consumers. We will celebrate the awards both on pack and with advertising throughout the year.”
Phil Thomas, Reckitt Benckiser
"If there’s any award that we’d really like, it would be this one."
Angie Johnson, Weetabix
- Colin Watts, Walgreens
“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)
- Ed Uebele, Marketing Director, MARS Petcare
"The POY seal has significantly helped us increase distribution"
Ed Uebele, Marketing Director, MARS Petcare (2010 US Winner)
- Associate Brand Manager, MARS Petcare
"In the first 3-6 months after winning POY we got 40 Million media impressions and got Target to carry a third SKU of the product"
Associate Brand Manager, MARS Petcare (2010 US Winner)
- Natalie Banks
Marketing Director, Wella
"Being voted Product of the Year helped us tremendously in getting unprecedented attention and coverage from media in the beauty industry."
Natalie Banks Marketing Director, Wella (2009 US Winner)
- Neil Shah
Brand Manager, SC Johnson Aircare
"It's a win all round for us and our customers. Being voted a winner by 60,000 consumers and then being able to put that message on the shelf gives us great credibility."
Neil Shah Brand Manager, SC Johnson Aircare (2010 US Winner)
- Mike San Clemente
Associate Brand Manager, MARS Petcare
"Being a Product of the Year winner in our category is very important because it helps the shopper make a quick decision. When they see our shelf talker among 100 products in the pet food aisle they can quickly identify that only one was named 'Product of the Year' "
Mike San Clemente Associate Brand Manager, MARS Petcare (2010 US Winner)
- David Miller
Brand Manager, Pledge
"The Product of the Year Symbol is going to help us differentiate from the hundreds other home cleaning products. The endorsement from 60,000 people is huge for us and will help us increase the believability of our promise."
David Miller Brand Manager, Pledge - SC Johnson (2010 US Winner)
- Phil Lempert
, The Supermarket Guru
"Our supermarkets have 45,000 products. The average American shopper spends only 22 minutes in the supermarket. They are looking for symbols that can really give them a safety net, something that their peers have said: 'This is a good product.' It’s all about social networking. Product of the Year is something you can trust and products that you want to buy."
Phil Lempert , The Supermarket Guru® and Consumer Expert
- Herb Sorensen
TNS Scientific Advisor
“Most shoppers are unaware that upon entering a store they are presented with some 50,000 items. About 25,000 of those may constitute 5% the store's sales. For brands, Product of the Year is a huge benefit to getting out of that long tail and rising to the top”
Herb Sorensen TNS Scientific Advisor, Shopper
- Director, Corporate Communications,
Dr Pepper Snapple Group
“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)
- Brand Manager, PUR
“There’s no better compliment than one that comes directly from consumers themselves. The American consumer has always been the number one factor driving our product innovations and this distinction reinforces that we are on the right track.”
Brand Manager, PUR Procter & Gamble (2009 US Winner)
- Group Product Director, Zyrtec
“It is really helpful for consumers particularly in today’s economy and environment to have help in navigating so many of the different products that are out there.”
Group Product Director, Zyrtec (2009 US Winner)
- Marketing Director SwimWays Corp
"Consumers have a lot of options and we're dedicated to bringing them the best. The Product of the Year seal on our packaging is a testament to this. It helps shoppers make an educated decision about a product they'll use for years."
Marketing Director SwimWays Corp.
- Always Ultra Brand Manager
"Product of the Year is a very strong endorsement for any product. We are extremely proud that Always Ultra was awarded Product of the Year in 2005 and have used the endorsement in TV copy, In-store POS, Direct Mail and Packaging."
Always Ultra Brand Manager, Procter and Gamble (UK)
- Bourgeois Makeup, Marketing Manager
"Our sales have increased 60% when the packaging showed the logo Voted Product Of The Year."
Bourgeois Makeup, Marketing Manager (UK)
- Panzani Marketing Manager
"The sales of our new product line Giovanni Panzani increased 10 to 20 % depending on the product when we used the logo Voted Product Of The Year."
Panzani Marketing Manager (Italy)
- Colgate Toothpastes, Group Manager
"The logo has been an important factor in the 15% sales increase of the new range of toothpastes."
Colgate Toothpastes, Group Manager (France)
- Europe Carrefour [French retailer], Marketing Manager
"Because they have been voted Product of the Year, these products will always be placed on the shelves where they can be seen at first sight, we will never place them too high or too low."
Europe Carrefour [French retailer], Marketing Manager
- John Drake, Head of Emerging Channels, Procter & Gamble