Perspectives on category strategy, product innovation, pricing, and what drives performance at shelf.
Insights are drawn from broader market dynamics, industry trends, and experience across the category—focused on patterns, opportunities, and what drives results
Are your usage instructions sabotaging your brand?
Are your usage instructions sabotaging your brand?
Recently, I opened a jarred product packed in olive oil that I initially really enjoyed. The flavor was excellent and the quality was exactly what I expected. However, like many smaller households, we didn’t finish the entire jar in one sitting. After following the label instructions to refrigerate after opening, the olive oil firmed up in the jar, making it difficult to remove the product within it and keep it properly submerged.
I continued using the item, but the experience made me pause and think about whether I would purchase it again.
It’s a small moment, but it highlights a bigger issue I see often when working with brands: products are tested for launch, but not always tested for real-life use.