Mist:Understood Update
Website launches this month…
Mist:Understood, the first campaign
from the Consumer Aerosol
Products Council’s (CAPCO)
Make More Magic initiative, will launch
its website in early August with the URL
www.mistunderstood.com. Social media
platforms, such as Instagram, Facebook
and Twitter, will roll out a week after the
website is live.
CAPCO will engage in some paid media
exposure “out of the gates” to expand
awareness of the campaign. CAPCO will
take a continuous test-and-learn approach
to paid media, with the belief that if it’s
constantly testing new targeting, ad units
and campaign types, then it can consistently
develop new insights that can help
inform future strategy. Mist:Understood
plans to launch with a high-level testing
strategy, focused on three primary variables:
campaign, targeting and content.
By targeting the right users, at the
right time, in the right place, Make More
Magic aims to drive awareness of the
Mist:Understood campaign and keep it
top-of-mind for its audience throughout
the coming months.
By producing large amounts of highlytargeted
impressions in these markets, with
engaging and informative content, Make
More Magic hopes to validate brand messaging
and content through social proof in
the form of likes, video views, shares and
comments.
In addition to the promotion of social
content, the initiative will also use equity
dollars to support the larger social productions
through a series of lead-up posts
that drive to the Mist:Understood website
and social pages for additional information,
discovery and education.
In order to generate buzz and engage-
ment for the campaign, Mist:Under-
stood’s social production will be kicked
off with a highly anticipated activation
on Aug. 18 in Denver, CO.
In addition to the activation, Make
More Magic has created multiple content
series that will be used on its social
platforms. Stay tuned to SPRAY for more
details. Spray
August 2018 Spray 75
Containers...
Continued from page 16
The hedonic attributes—i.e. the characteristics
of the container that relate to
sensations either pleasant or unpleasant—
were also explored in more depth. With
regards to packaging, these attributes are
feel, softness, rigidity, temperature and
weight. Respondents were asked to rate
each attribute on a scale of 1–5 with “3”
characterized as “‘just right.” All of the
results for the plastic aerosol placed each
hedonic attribute within the “just right”
zone.
Respondents were asked which of the
two products they preferred. At a statistical
confidence level of 95%, 66% of the
respondents preferred the PET plastic
container, with 27% preferring the aluminum.
Seven percent had no preference.
Shape of aerosols
One of the principle benefits of PET
plastic aerosols is the ability to produce
different shapes. This can offer the benefit
of increased shelf impact and/or product
differentiation. How would respondents
react to differently-shaped aerosols? They
were shown an image of PET aerosol
containers and asked if their different
shapes would encourage purchase and if
they would actually buy them.
Forty percent of respondents thought a
differently-shaped aerosol would encourage
purchase, while 32% were unsure.
However, when asked directly if they
would buy the differently-shaped aerosols,
57% of the panel responded positively,
with only 10% saying no.
Visi-Strips
PET plastic aerosols are clear (although
they can be colored) and
decorated with either a
sleeve or with printing. This
facilitates the potential use
of a visi-strip or transparent
window where the product
inside the container is visible,
allowing the consumer
to see how much content
remains and aid the timing
of re-purchase. It can also be
used to support the marketing
of the content. For example, a selftanning
spray positioned as natural with a
no-added-color claim could use a window
to support this; or, the color vibrancy of a
high-end virgin olive oil could be incorporated
into the design of the container.
To test the potential inclusion of
visi-strips, respondents were asked if they
would find it beneficial to be able to see
how much of the product was left in the
aerosol. Eighty-four of the 103 respondents
responded positively, with 10 not sure.
While Plastipak recommends that
brand owners conduct their own
independent packaging research in the
target country where they are considering
implementation, these results give an encouraging
indication that some consumers
would welcome PET plastic aerosol
containers and would not be deterred
from buying products packaged in them.
As the adoption of PET aerosol
containers continues, the possibilities of
presenting products differently with the
options of different shapes and inclusion
of transparency are opening up. Spray