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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.
MMR's
Solution:
A quantitative study utilizing virtual shelving and neuromarketing techniques to measure:
Brand Effectiveness
Breakthrough & Findability
Communication & Imagery
Behavioral Impact
The
Impact
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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