By Patrick Avenell
SYDNEY, NSW: Kambrook has introduced new packaging across its range. This move comes as the iconic Australian brand looks to establish its new slogan, “The Smarter Choice”, throughout the industry.
Prominent features of the new Kambrook packaging boxes include a repositioning of the Kambrook name to the top of the box, large photos of the product, a list of four of five key benefits to the product, a simple description of the product and large font printing highlighting the two biggest advantages of the product. Beneath the Kambrook brand name at the top is the new slogan, which has replaced “Get More Than What You Pay For” throughout the Kambrook range.
Explaining the change in slogan is marketing manager Adam Tacey.
“We have to be mindful that Kambrook is not a down and dirty discounter; its direct competition isn’t necessarily with all of the home brands; it’s somewhere between those home brands and the mid-level brands,” said Tacey.
“The Smarter Choice is a far more reflective positioning statement for the brand and the direction it’s going.”
Tacey said that the move towards the new packaging was in response to a number of factors, one of which was overcoming the clutter of small appliance brands on the retail shelf. By clearly identifying the name of the product, the key features and displaying a photo, Kambrook is hoping to reduce the confusion consumers have when faced with a large number of brands for products such as kettles, irons and toasters.