Thelma’s Treats of Des Moines, Iowa, created a unique package to market its fresh cookies. What does its packaging achieve in the way of brand positioning in the customer’s mind?

creates a distinct connection of Thelma's brand with the qualities of home-cooked freshness

Explanation:

The packaging of Thelma's cookies is quite simple but appealing also, it makes you remember home made cookies. The top part of the boxes looks like a gas stove, which actually makes you associate it with older kitchens and older people cooking. That is where the grandma style cookies enter you subconscious mind.

It is actually a great marketing trick because generally you associate this type of stoves with home cooking. Generally mass produced cookies are not cooked in a range, they are cooked in large industrial ovens that do not look like anything you can find in a home kitchen.

Brand positioning is exactly about this, positioning your brand in the right place (i.e. the right association) inside your customer's mind.

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