Technology Tops 2007 List for Most Memorable New Products

iPhone(TM )Finishes on Top; Oreo(R) and Healthy Products Dominate
Top 10
BOSTON--(Business Wire)--Products featuring new technologies dazzled mainstream consumers
in 2007 with the Apple iPhone(TM) topping the list of the Sixth Annual
Most Memorable New Product Launch (MMNPL) Survey. Thirty seven percent
of consumers named the iPhone the most memorable new product launch,
while two other high-tech products --Windows Vista(R) at No. 2 and
Motorola Razr2(TM) at No. 9 -- made the Top 10. Additionally, the
iPod(R) video nano came in at No. 11.

The study, sponsored by Schneider Associates, BNP Media's New
Products Magazine and IRI and conducted by comScore, surveyed more
than 1,000 U.S. consumers about the most memorable new product
launches of the year, current purchasing and behavioral trends.

Nabisco had a great year with its Oreo brand as Domino's Oreo
Dessert Pizza finished at No. 4 and Oreo Cakesters came in at No. 6.
Oreo has a long list of co-branding projects, with past partnerships
with T.G.I. Friday's (Oreo Madness), Burger King (Oreo Sundae Shake)
and most recently with Baskin-Robbins (Oreo Explosion). This year,
strong marketing support of both products, including the popular
"Domino's Oreo Pizza Moustache" ad campaign directed by the Perlorian
Brothers, gave Oreo two of the most memorable launches of the year.

"These Oreo branded products aren't mere line extensions. They are
great examples of incorporating long-adored products into innovative
new platforms," said Joan Holleran Driggs, editor of New Products
Magazine. "As an ingredient in everything from ice cream to pizza,
Oreo cookies have found a home in a broad array of product categories.
Every marketer should embrace such strategic thinking."

An interesting trend arose from this year's list with three
"health-on-the-go" products making the Top 10: alli(TM) Weight Loss
Capsules at No. 5, Diet Coke Plus(TM) at No. 7 and Subway Fresh
Fit(TM) Meals at No. 8. Subway continued building its brand with a
stunning 90 percent of respondents saying that whether a product is
"fresh" has at least some influence on their purchase decision.
Seventy eight percent of consumers polled said they look for "whole
grains" and 75 percent look for "no trans fat."

"Consumers are continuing their quest for healthy alternatives,"
said Char Partelow, Senior Vice President of Consumer and Shopper
Insights at IRI. "Even outside of the top 10, two of the products with
the highest awareness among respondents were Dannon Danactive Yogurt
Drinks and Hostess 100 Calorie Cupcake and Brownies, reinforcing
consumer's unwavering focus on better-for-you products."

Recall of new products remained low this year as 77 percent of
respondents failed to name a single product in the Top 50 new products
launched in 2007, including the iPhone. This is just a slight change
from the five-year all-time high of 81 percent who couldn't recall a
product on the Top 50 list in 2006.

"It has become increasingly difficult to launch new products and
services that really capture consumers' attention," said Joan
Schneider, president of Schneider Associates, a Boston-based marketing
communications firm, and author of "New Product Launch: 10 Proven
Strategies." "Even with the stunning success of the iPhone, recall is
still remarkably low."

New Product Trends for 2007

The 2007 Schneider Associates, New Products Magazine and IRI Most
Memorable New Product Launch Survey asked consumers which trends
influenced their purchases most. Seventy four percent said they were
more likely to purchase a product if it was "Made in the USA."
Additionally, 67 percent said their purchasing decisions were
influenced by the country of origin, perhaps indicating a backlash
from the recalls of toys manufactured in China due to concerns over
lead paint poisoning.

While the iPhone dominated memorability, just 1 percent of
Americans surveyed said it was a "must have" item for this holiday
season. Nevertheless, high-tech products still commanded top spots on
holiday wish lists. Thirty one percent of all respondents wanted some
kind of technology or consumer electronics product, with 9 percent
reporting they wanted a flat screen, HDTV/LCD or plasma TV and 6
percent saying they wanted a Nintendo Wii(TM) (which was No. 2 on last
year's Most Memorable New Product Launch list).

Top 10 Most Memorable New Product Launches 2007

Based on the feedback of 1,024 consumers nationwide, here is the
complete Top 10 list, with percentage of respondents who listed the
product launch as one they most remember in 2007:

1.) Apple iPhone(TM) (37 percent)

2.) Microsoft Windows Vista(R) (26 percent)

3.) Febreze(R) Candles (14 percent)

4.) Domino's Oreo(R) Dessert Pizza (10 percent)

5.) alli(TM) Weight Loss Capsules (10 percent)

6.) Oreo(R) Cakesters (10 percent)

7.) Diet Coke Plus(TM) (9 percent)

8.) Subway Fresh Fit(TM) Meals (8 percent)

9.) Motorola Razr2(TM) (8 percent)

10.) Listerine Whitening(R) Quick Dissolving Strips (7 percent)

Survey Partners

Schneider Associates is a full-service marketing communications
agency that launches products, services, companies and communities.
www.schneiderpr.com and www.launchpr.com

BNP Media's New Products Magazine is devoted to providing
information on new food and beverage products from concept to
consumer. www.newproductsonline.com

Information Resources, Inc. (IRI) is a global leader in providing
consumer, shopper, and retail market intelligence and insights
supporting 95 percent of the FORTUNE Global 500 consumer packaged
goods (CPG), retail and healthcare companies. www.infores.com

comScore is a market research firm and global Internet information
provider that measures the digital age. www.comscore.com

The Annual Most Memorable New Product Launch Survey identifies
which product launches are most memorable to consumers each year. Now
in its sixth year, the survey was based on feedback from 1,024
respondents aged 18 or older and was conducted online in the United
States during November 2007 by comScore. The complete survey results
can be downloaded at schneiderpr.com/news.

Schneider Associates
Patrick Richardson, 617-536-3300
prichardson@schneiderpr.com

Copyright Business Wire 2007