In one go, it changed its entire supplies to jars. Jars being transparent have become a big merchandising tool today. And Joyco's swiftness has paid off. Today, most jars at retail outlets bear Boomer stickers. Perfetti's coverage stands at 3.5 lakh retailers.
Children tend to have short attention spans that demand constant innovation.
Joyco was the first company to seriously act on this realisation. In 1997, it unleashed a big consumer promotion offering tattoos with two single packs of Boomer. It was a runaway hit, according to one Joyco distributor. The response actually took the company by surprise. It was not even prepared to handle the sudden upsurge in sales.