Abstract:

The agency has produced concept material for the project 'Smoothy' in the form of two boards and mock-up packaging for this sweet spread product. The specific objectives of the research therefore were:

1. To explore respondents' reactions towards the basic product concept of Gales 'Smoothy ' as a spread intended primarily for their children;

2. To assess the mother's reactions to the branding;

3. To check out reactions to the product itself and various promotional accessories, e.g. the 'Smoothy Gang ', the badge, etc;

4. To assess respondents' reactions to a likely price and their propensity to purchase 'Smoothy';

5. To explore reactions to the packaging.