Case story: Understanding the impact of new packaging on an international beer brand

Case story: Understanding the impact of new packaging on an international beer brand

Understanding the impact of new packaging on an international beer brand

Evaluating packaging decisions

Evaluating packaging decisions

Solution: PACT

The challenge

A major beer producer wanted to understand how a product packaging change would be received by customers.

The results

Following the research, the client decided to use brown rather than clear glass bottles.

The new bottles performed as well or better than the existing packaging in terms of appeal and key attributes. We revealed a consumer segment that preferred the new packaging. This preference was driven by a perception that the product had also changed. Further analytics indicated an increased likelihood to purchase the existing products if the glass was changed.

How we got there

We conducted a PACT study to evaluate how the proposed new packaging would perform in terms of visibility, communication and persuasion.

We surveyed respondents regarding their attitudes towards the new packaging. We also invited them to use a drag-and-drop system to identify its strengths and weaknesses.

Finally, we assessed the impact of the proposed pack design on purchase intent.

De-risk packaging changes

  • Engage respondents in new packaging design
  • De-risk packaging changes
  • Understand the likely impact on purchase intent of packaging changes
  • Asses how proposed packaging changes will affect KPIs in terms of appeal, uniqueness and brand fit
  • Assess stand out and stopping power of new pack designs
  • Understand the link between user journey and satisfaction.

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