Click on the image to see the detail of the packaging of the products in the middle of the photo which I took in a convenience type store in New York yesterday. What’s Wrong? is the brand. Each package focusses on one thing which could be wrong and contains items to help. It’s pretty clever to start with a simple question and to clearly identify each product to focus on a separate issue or problem.
The problem for the retailer is that sales are not great according to them, for the prime location they have in-store. They say that shoppers like the more traditional products because they are packaged how everyone packages items. Swimming against the tide can be challenging, time consuming and a failure.
Only time will tell if the innovation of the What’s wrong? product line will work commercially. Personally, I like the idea.