Technology Tops 2007 List for Most Memorable New Products
The Apple iPhone topped the list of the Sixth Annual Most Memorable New Product Launch Survey. The study, sponsored by Schneider Associates, BNP Media’s New Products Magazine and IRI and conducted by comScore, surveyed consumers about the most memorable new product launches of the year & consumer behavior trends. 77 percent of respondents failed to name a single product in the Top 50 new products launched in 2007.
The study, sponsored by Schneider Associates, BNP Media’s New Products Magazine and IRI and conducted by comScore, surveyed more than 1,000 U.S. consumers about the most memorable new product launches of the year, current purchasing and behavioral trends.
Nabisco had a great year with its Oreo brand as Domino’s Oreo Dessert Pizza finished at No. 4 and Oreo Cakesters came in at No. 6. Strong marketing support of both products, including the popular “Domino’s Oreo Pizza Moustache” ad campaign directed by the Perlorian Brothers, gave Oreo two of the most memorable launches of the year.
Three “health-on-the-go” products made the Top 10: alli Weight Loss Capsules at No. 5, Diet Coke Plus at No. 7 and Subway Fresh Fit Meals at No. 8. A stunning 90 percent of respondents saying that whether a product is “fresh” has at least some influence on their purchase decision. Seventy eight percent of consumers polled said they look for “whole grains” and 75 percent look for “no trans fat.”
Recall of new products remained low this year as 77 percent of respondents failed to name a single product in the Top 50 new products launched in 2007, including the iPhone. This is just a slight change from the five-year all-time high of 81 percent who couldn’t recall a product on the Top 50 list in 2006.
The study asked consumers which trends influenced their purchases most. Seventy four percent said they were more likely to purchase a product if it was “Made in the USA.” Additionally, 67 percent said their purchasing decisions were influenced by the country of origin, perhaps indicating a backlash from the recalls of toys manufactured in China due to concerns over lead paint poisoning.
While the iPhone dominated memorability, just 1 percent of Americans surveyed said it was a “must have” item for this holiday season. Nevertheless, high-tech products still commanded top spots on holiday wish lists. Thirty one percent of all respondents wanted some kind of technology or consumer electronics product, with 9 percent reporting they wanted a flat screen, HDTV/LCD or plasma TV and 6 percent saying they wanted a Nintendo Wii (which was No. 2 on last year’s Most Memorable New Product Launch list).
Top 10 Most Memorable New Product Launches of 2007
1.) Apple iPhone (37 percent)
2.) Microsoft Windows Vista (26 percent)
3.) Febreze Candles (14 percent)
4.) Domino’s Oreo Dessert Pizza (10 percent)
5.) alli Weight Loss Capsules (10 percent)
6.) Oreo Cakesters (10 percent)
7.) Diet Coke Plus (9 percent)
8.) Subway Fresh Fit Meals (8 percent)
9.) Motorola Razr2 (8 percent)
10.) Listerine Whitening Quick Dissolving Strips (7 percent)
www.schneiderpr.com and www.launchpr.com
BNP Media’s New Products Magazine
Information Resources, Inc. (IRI)
The Annual Most Memorable New Product Launch Survey identifies which product launches are most memorable to consumers each year. Now in its sixth year, the survey was based on feedback from 1,024 respondents aged 18 or older and was conducted online in the United States during November 2007 by comScore. The complete survey results can be downloaded at schneiderpr.com/news.