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Labelling Guide

Messaging Definitions

Below you will find the definitions regarding STANDARD 100 Key Statement.

What is the Product Promise?
The shortest and most concise text in the communication package with a consistent structure that is recognisable across the product catalog.

What is the Key Statement?
A memorable, 1-sentence headline based on the product’s core communication points. The Key Statement can be used completely or divided into two separate statements.

What is the Product Description?
A detailed statement communicating all the product benefits.
 

Key Statement PDF download

Approved B2B Statements

Approved B2C Statements

Please note

The statements have been officially approved for English, German and Chinese. If you wish to translate them to any other language, please contact your testing institute for approval.