Where do you find your target or ideal audience?
If you listen to your media planner, he will give you a bunch of options using TV, print, outdoor, web, etc.
That is well and good but the one place you are sure to find the audience is the store shelf.
That's right, everyone who buys a pain reliever must actually visit the pain reliver shelf in the store. Some people know exactly what product they want and know its exact location of the shelf and therefore are 'snow-blind' to all the competing products on the shelf. Many others - most, in fact - must search the shelf to select a product.
So, the one place your brand is guaranteed to cross paths with virtually every shopper/buyer in the category is at the shelf.
So, pay attention to your packaging. Don't just tweak it - make it great. Make it worthy of notice, handling and reading.
O.D.O.o.O.D.B.
