Who doesn’t love a do-over? While our society isn’t that keen on failure, we still like to encourage second chances. If at first you don’t succeed, try again, right? That positivity works well in many areas — riding a bike, learning to play an instrument, passing your driver’s test. The CPG industry isn’t always as lucky: With nearly all purchase decisions made at shelf, your brand cannot afford to not win customers over in store with its story. Neither can it profit if your item disappoints buyers with the package’s features once they begin at-home use.
All companies’ goods fall under customer scrutiny, but new brands have it especially tough — people have next to nothing invested in them and are less willing to try a “failed” product again. With today’s consumers, you may never get the chance to proclaim the third time as the charm.