Would you peas a chance? Nope not a typo, I said peas, as in the veggies! 

Nour Hamam, Campaigns Manager at VAMP Dubai

While shopping for my school snacks for my toddler, I had to make sure everything he consumed was organic, GF, GMO free and sustainable (all the buzzwords) but one stood out, it was HIPPEAs snacks, (We grew up on all the junk so none of this really mattered to me before!) 

The branding and colors drew me, and I thought to myself what a clever way to brand it! 

Upon more research I found out they have an amazing branding team behind it the social media is on point with puns and references to giving “PEAS a chance”, they even have a tote bag with the phrase “I am a HIPPEA” (what a clever Idea!) M&C Saatchi the team behind this work has done a great job in retaining top of mind awareness for organic snacks. 

However when polled on my Linkedin, if people would purchase snacks based on branding 30% said it doesn’t matter cause its packaged anyway. 

More branding comes up when consumers make decisions for low impulse buying, I mean what difference does a brand of toothpaste or a pack of gum makes unless the branding really sticks out? It’s a way to unite audience , build brand confidence and gives purpose and direction.

Top of mind awareness is key, so colors, puns, slogans and social media presence make a difference to me when shopping. Make it meaningful, add value and most importantly know your audience! 

We all know Pepsi doesn’t need an intro but the creative brief for that when coming up with the packaging was “it can be identified even in the dark” and that made me wonder how true that statements was. 

Easily identifiable packaging can come in many forms, branding is not limited to typical package, designers can literally “Think outside the box” and don’t be afraid to experiment and play on words 

Follow up with a great social media presence that’s bold and colorful and you have yourself a hit product or snack!

What comes to mind when I say branding it’s the backbone of any product, it’s the thing that makes a snack stand out on the shelf when busy working moms (like myself) are shopping for their kids, it tells a story, connects to the audience, helps build brand values and most importantly delivers great results.  

Think of it this way: some of the most successful brands in the world got to where they are because of a sense of confidence, not because they were offering a particularly unique product or experience. 

So here I am giving the organic, gluten free, sustainable, non GMO PEAS a chance and hoping that my 4 year old son loves them too! 

Have your say does branding matters when it comes to low impact products or do you grab and go based on other factors?