Below is a very small selection from a wide variety of work samples.
Please reach out to kelly@soulsugarcreative.com to see more or to see something specific.
CASE STUDY
BRAND: Little Tikes
PRODUCT: Children's Toys (construction vehicles, ride on, golf set)
PROBLEM/SOLUTION:
Little Tikes President noticed sales were lagging behind some of their major competitors like Fisher Price and Step 2.
He was very close to product development and could not imagine why their toys were chosen less often than those of their competition. But maybe the problem wasn't product development or product quality at all...maybe the problem was in the packaging, the image, the messaging, the marketing. After conducting in-store research, online research, consumer-experience research, and learning everything I could about the competition, I found it...
• In-Store Product Placement
When asked how parents choose toys to purchase for their children, their response was a consistent, "I buy whatever they pull off the shelf and can't leave the store without." Kids were not pulling Little Tikes toys off the shelves because they couldn't reach them. In grocery or other adult focused shopping arenas, eye level product placement is preferable to a low reach which may be overlooked, but in stores like Toys R Us, eye level for the true shopper is much lower. Additionally, the products were most always found inside the aisles rather than on end caps, so if a family doesn't walk that aisle, a child doesn't have the opportunity to see the toy. Our solution here was to invest in end cap real estate where the products would be more easily seen.
• Visual Interest of Packaging
Little Tikes products were primarily packaged in enclosed boxes with no windows. They relied solely on packaging graphics to sell the product inside and the graphics were limited to photographs of other children playing with the toys rather than images made to evoke an individual experience. This style is not appealing to their young audience - kids are attracted to noise, bright colors, illustrations, lights, buttons, and anything they can actually touch. A solution for this was to create new physical packaging structures that would expose the actual toy so that Little Tikes' young audience could see, feel, and hear the product in-store.
