But natural ingredients aren’t enough to make someone want to buy your product, it also knew it needed to make Only Good beautiful. It opted for a sleek amber bottle with apothecary cues to communicate natural, a beautifully modern yet simplistic label design to not over-complicate its key messaging and a colour palette to fit seamlessly into the home and stand out on the shelf.
The name Only Good was also important, as in the FMCG space, quick, clear communication is important and the name was key to representing the ‘all or nothing’ compromise range. So, the packaging communicates immediately that the range is good for consumers.
To spread word of its new product and reach out to its target market – young consumers with more disposable income – it partnered with New Zealand sisters and influencers Julia and Libby. A TVC was created featuring the sisters and shot in a New York style apartment where they reviewed the product and a series of behind-the-scenes videos created with Julia and Libby were used within a digital campaign to educate information-hungry consumers on why Only Good was so good. An in-store experiential campaign was also conducted to catch consumers at point of purchase.
With ‘scent’ still a primary purchase driver and ‘foaming’ a subconscious view of product efficacy, consumers were able to truly experience Only Good before purchase by washing their hands in-store. This strategy allowed API to keep customers engaged for longer.
API successfully introduced a ‘department-store-type’ brand that is price competitive, aimed specifically at the highly competitive personal care aisles of the nation’s supermarkets, that has achieved remarkable success and without cannibalising sales of Health Basics.
In less than a year, and with just four products in the range, Only Good has become the market’s fastest growing brand in category, now ranked third behind Palmolive and Health Basics and it’s still continuing to grow exponentially.
It has also broken new ground on a number of other fronts with the grocery environment with its use of natural ingredients, the stance against using palm oil, the introduction of a new level of aesthetic and premium cues to the category, the simplicity and effectiveness of the design approach and new apothecary style bottle and the re-set price point.
All of these shifts and more came from a deep understanding of the consumer and a commitment to deliver the natural, responsible and integrated lifestyle product they were looking for that represented unbelievable value.
With competitors now rushing to emulate what Only Good has started, the range has transformed the experience and changed expectations for consumers. It has provided consumers with a new level of personal products and it has proven beyond doubt that a small New Zealand manufacturer can more than hold its own against the global behemoths.
In a category where uniformity is the norm, Only Good successfully broke all the moulds to deliver a distinctive brand that is redefining consumer expectation.