Selecting a Winning Pack Design

Client
Use cases

Challenge

The client was optimizing 5 new secondary pack designs for a hard lemonade product launch. They came to us to obtain consumer reactions to ensure the winning design stands out on shelf while communicating key product benefits.

Solutions

Competitive shelf analysis helped assess recall, navigation and purchase vs the competition as well as differentiation.

Integrated measures and diagnostics to understand the what and the why. Our techniques provided strengths and weaknesses for key elements and focused on optimization so the team could move forward quickly.

Outcome

The client consumer insights team learned which design performed best, how it fit with their creative direction and how it compared to a key competitor. The client was provided a winning design which went into market the same year.

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