Product of the Year Canada, a consumer product award and marketing program that rewards innovation, is heading into its second year with a new jury and a change to the rules.
While Product of the Year has existed worldwide for over 20 years, it launched in Canada in 2009.
Winners are chosen by jury assessment and an online consumer survey conducted by TNS Canadian Facts. The deadline to enter is Nov. 12.
In the past, winners were entitled to exclusive use of Product of the Year branding on all advertising, point of sale and communications materials for 12 months after paying a licensing fee.
However, winning products now have the option of paying a one-time licensing fee that allows indefinite use of program’s branding that displays the year and category it claimed.
Sandie Orlando, executive program director for Product of the Year Canada, said 12 months wasn’t long enough for companies to get the Product of the Year Canada logo on packaging.
According to Product of the Year, winners see sales rise by 10-15%.
TNS found that displaying the logo on a package is 51% more effective at generating purchase interest from shoppers than simply displaying the word “New” on a package.
Alan Middleton, marketing professor at York University’s Schulich School of Business, will head this year’s jury, which includes:
• Gillian Graham, CEO, Institute of Communication Agencies
• Jill Nykoliation, president, Juniper Park
• Brent Wardrop, senior principal, Elemental
• Cheryl Radisa, vice-president, PepsiCo Foods Canada
• Mark Childs, vice-president, marketing, Campbell Company of Canada
• Michael Crane, vice-president, marketing, Springfree Trampoline
• Colin Bettam, vice-president, marketing, LG Electronics Canada
• Jed Schneiderman, director of marketing, Microsoft Canada
• Jacqueline Loch, vice-president, strategic creative, Rogers Publishing
• Aidan Tracey, president, Mosaic Experiential
• Christopher Loudon, content editor, Capital C
• Jim Danahy, managing principal, CEO, CustomerLAB
• Vicki Wood, editor, Canadian Grocer
• Lauree Vallery, chief experience officer, Experience Renewal Solutions
• Kathryn Fitzwilliam, corporate vice-president, marketing, Maple Leaf Foods
• Lucy Collin, publisher, Marketing
The awards program put a red stamp of approval on 11 products in 2010. Axe Shampoos & Conditioner (Unilever), Baileys with a Hint of Coffee (Diageo Canada), BlueWater Potato Crunch Fish Fillets (Bluewater Seafoods Inc.), and Canada Dry Green Tea Ginger Ale (Canada Dry Mott’s Inc.) were among the winners.
