Re-positioning through packaging – (WTS? and JKR 2)

In the next in this series powered by JKR, we look at how packaging can help re-position a product and so transform its fortunes

The brand is Scholl, the foot care specialists. The products in question was originally called "gel inserts" and were for putting in womens’ high heeled shoes. One of the designers at JKR got hold of this product and was given the freedom to re-design it. Being a user herself, she thought the pack could be much more feminine and better explain the benefit: allowing you to go out dancing or clubbing in your fanciest (but not always comfortable) shoes and not get sore feet. And here is the key: "immersive insight" gained not from understanding the consumer, but by being the consumer.

And what a bit of genius the result was. The product was re-launched as Scholl Party Feet. This was not just a nicer pack, it suddenly shouted out loud the product’s positioning.


The re-launch transformed the product’s performance, multiplying sales by several times, and helping drive growth of 18% in 2005 for parent company SSL.

For another example of the power of packaging to help re-position a brand, see here for the story of how Green & Blacks was transformed from a niche ethical chocolate, to premium indulgence with organic ingredients as a reason-to-believe.