How Smart Brands Adapt the Same Claim
for Different Shopper Moments
At SellCheck, we see it all the time: brands use the same claim across every shopper touchpoint, but then have varying performance across channels. The message may be identical, but how shoppers process it isn’t. Let’s take one familiar benefit, “20g Protein,” and look at how execution should flex from PDP to packaging to in-store display.
On the PDP: Clarity and Credibility Win
On a product detail page, shoppers are scanning quickly and comparing options. The “20g Protein” claim needs to be instantly legible at thumbnail size and reinforced with proof once the shopper clicks through.
Thumbnail
Keep it bold, high-contrast, and readable on mobile.
Full PDP
Back it up with specifics (“20g of plant-based protein per serving”) and visual proof such as badges, icons, or lifestyle cues that build trust.
Here, the claim’s job is to earn the click and validate the choice.
On Pack: Balance the Benefit with Brand
At shelf or in-hand, “20g Protein” must stand out without overpowering the brand.
- Maintain consistent placement for familiarity.
- Use brand-aligned contrast so the claim feels like part of the design.
- Keep it clean and scannable, supporting the emotional, intuitive decision shoppers make in seconds.
On-pack, the claim becomes part of your brand equity. It needs to be functional, but recognizable.
In-Store: Amplify and Motivate
In-store, the same claim can evolve from data point to headline hook.
- Lead with energy: “Power Your Day with 20g Protein.”
- Pair it with emotion-driven visuals like movement, vitality, meal inspiration.
- Ensure big, bold readability from a few feet away.
At this stage, the claim’s job is to reinforce choice and drive action.
The Takeaway: Same Words, Different Jobs
A consistent claim doesn’t mean identical execution.
- On PDPs, “20g Protein” drives clicks through clarity and proof.
- On packaging, it builds trust through brand integration.
- On displays, it inspires action through emotion and energy.
When brands tailor creative by channel, they unlock stronger, more consistent performance across the full shopper journey.
From packaging to digital shelf, every shopper touchpoint matters.
Contact SellCheck for expert insights that help your brand win in-store and online.