When launching a new product, how do you get consumers to try your brand? What message will grab their attention? And even more so, which words will persuade them to break their habit of buying what they always do, and trial your new food product instead?

Based on a database of 30.000 product messages tested for leading FMCG brands across the globe, we shared key ingredients for persuasive communication messages at the Virtual NPD Food & Drink – Trends & Innovation conference on March 17, 2021.

Topics we covered:

  • How the concept of Psychological Distance can help brands improve the relevance and impact of messaging and visuals. For example: why can it be challenging for sustainability messages to affect a purchase decision?
  • Why considering your consumer’s ‘desired end state’ can help reveal which triggers will best drive product purchase. Including: why is a reference to ‘natural’ is so powerful in the food category?
  • 3 proven aspects of comms messages that resonate in the Food category. For example: should you focus on the origin of ingredients or the process of manufacturing?
Joyce van Heeswijk

About the presenter

Joyce van Heeswijk is Senior Director and the European FMCG industry lead at SKIM. With over 10 years’ experience in marketing insights, she is a trusted advisor to many leading brands for optimization of their brand communications, innovation decisions and pricing strategies.

Joyce holds a master’s degree in Strategic Marketing from the University of Maastricht (The Netherlands) and obtained her MRS certificate in 2010.