Jehan Lalkaka

Use plain language, simplify buying decisions, and focus on buyer pain points. siggi's yogurt brand thrives in a fiercely competitive category by matching its messaging to the way people make buying decisions. This brief post breaks down each messaging insight and provides examples.

1. Use plain language

Not ‘reduced sugar’ or ‘less sugar’ or ‘sugar free.’ Instead, siggi’s went with…

simple ingredients, not a lot of sugar.

The phrase catches your eye because it’s written using conversational language which is relatable and therefore easy to recognize. No jargon, no BS, and it’s honest. There is still a little sugar (as in most yogurt products) but it’s not a lot. Cool, thank you for being honest and upfront.

2. Simplify decisions

siggi’s message is relatable but it’s not just a claim. The package supports the message with a simple calculation showing that it has

at least 25% less sugar than top three leading brands: siggi’s at 9-11g vs. 13-16g per 5.3oz

This framing is effective for two reasons: 1) the info does the math for the buyer, making it easy on the buyer to choose and 2) it matches how people usually compare sugar content between products, making it a reasonable argument.

Buyers gravitate toward products that lighten the level of effort to make a decision (Kahneman, 2011). I often see products hiding behind complex, indirect language rather than making the buying decision easier for buyers.

3. Focus on buyer pain points

Nowadays, I’m sure CPG manufacturers know that buyers in certain categories pick up a product and immediately turn it over to read nutrition info. Buyers struggle with finding packaged foods that aren’t laced with unnecessary mystery ingredients. siggi’s knows this so they call out the villains and make it clear that siggi’s is villain-free (see 2nd image).

No aspertame, No sucralose, No gelatin, No artificial colorings, No preservatives, No high fructose corn syrup

The end result is a message that closely reflects my thought process when choosing a snack. siggi’s nailed it.