Similac has a new spokesperson, Ty Pennington.  A minor TV celebrity known
as a carpenter on "Trading Spaces" (home makeover show) and host of "Extreme
Makeover - Home Edition" where families in distress or need get a new house.

 

He is pitching a new design for the formula can.

 

http://similacsimplepac.com/SimplePac-design


I guess they used him, because the sales pitch is all about design, rather
than health.

I think this is quite an interesting development in the evolution of the
marketing of formula. They have completely abandoned any claims that their
formula is healthier than other brands - instead they are focusing on the
package design.  Maybe Similac thinks that moms KNOW formulas are mostly all
the same, in regard to health claims.  Perhaps they realize the moms who
formula feed do it for other reasons than health - they perceive formula as
more convenient (than breastfeeding).  So the formula that is MOST
convenient, may be the one they will buy - thus the new can design.

 

Have we seen this kind of marketing, with a focus on the can design, rather
than health claims, before?

 
Janice Reynolds

(Former sales and marketing professional)

 

Nokomis, Canada

 


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