Never one to hang motionless from a gondola peg hook or sit sleepily on store shelving, Mr. Bar-B-Q ® products will cut through ‘category sameness' like never before at this spring's Hearth, Patio & Barbeque Expo.
"Our products and our company have always been known for forward-looking innovation," states Marc Zemel,owner of the 39-year-old company. "Our packaging has to do the same,and so we 're creating a look and personality that has broad appeal to anyone and everyone who has a love for backyard living - which of course means a good barbeque."
So gone are the blacks, reds, and grays that have been so typically overused in the grill accessories category. Replacing them are eye-catching and inviting color combinations of chocolate brown, orange peel and honeyed yellow. Next, and picture perfect against this warm color palette, will be images of food favorites such as mouth-watering ribs, tender shrimp and juicy kabobs. The finishing touch: Clever one-liners printed on packaging such as, "It's better to have burnt and lost, then to have never barbequed at all."
"This has been a comprehensive rebranding effort involving the complete repackaging of the entire family of Mr. Bar-B-Q ® products," Zemel says. "With Mr. Bar-B-Q ®,retailers will now have packaging that gives them a way to reinvigorate the category and create new excitement. If you expect to see a difference at the register, especially in this economy,that's exactly what you need. This is true for both brick-and-mortar and online storefronts."
And be on the watch: Female shoppers may be among the first to take notice of the new grillin' groove Mr.Bar-B-Q ® is bringing to retailers. "Our research indicates 50% or more of our buyers are women," Zemel reports. In fact, the new look and personality of Mr.Bar-B-Q ® takes this market intelligence very much into account. Because while the fervor and frenzy to fire up a grill tends to sway masculine, it's also true that women are just as likely as men to be on the hunt for the next best tool of the trade in outdoor cooking. "In the end, we wanted to create packaging that had broad-based appeal,because the love of a good barbecue isn 't about gender," Zemel continues.
"An additional benefit to our rebranding is that it will give all products a consistent look and feel," Zemel says in conclusion. "We have many patents and warranties, so this new packaging will allow us to tell consumers our story in a unified way."
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