A CASE STUDY
THE RIGHT SIDE OF A PACKAGING MOVE
For one CPG company, a package redesign, aimed at attracting a younger consumer to the franchise, resulted in a sharp sales decline among their existing customer base. The challenge — how to effectively leverage their packaging to attract new customers without alienating current users.
Choose a package design that successfully positions its product in a clear and compelling manner across consumer target groups.
A quantitative study utilizing virtual shelving and neuromarketing techniques to measure:
Breakthrough & Findability
Communication & Imagery
Results demonstrated that the new packaging confused users, and with very specific and focused modifications, the former design could effectively “refresh” the packaging to appeal to a broader audience.
Armed with this new direction, the CPG company relaunched its packaging, arrested the sales decline and saw renewed growth.
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