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design PACKAGING EFFECTIVENESS

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THE P IN CPG – INCREDIBLE UNTAPPED POTENTIAL Packaging is the marketing lever with the greatest and quickest upside

Only pack design:

• Reaches 100% of likely buyers at the first moment of truth

• Requires a relatively low investment

• Embodies the brand and product strategy

Package Design

Advertising

Trade Promotion

Consumer Promotion

Social Media

Low Cost

Highly Strategic

High Reach

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WE ALL KNOW THIS, AND YET….

Package design is the most effective and enduring medium to communicate with consumers

More than 2/3rds of purchase decisions are made in store

In-home, packaging acts as a key driver of usage and repeat

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DISAPPOINTING OUTCOMES Prevailing approaches lead to weak results. The process is frustrating for all parties involved – insights, agency, marketer – and ultimately consumer

Sources: Data point 1: 2014 Nielsen CPG Pack Design Study. Data point 2&3: PRS

VISIBILITY GAP

Among significant category brands, there is a 70% gap between the most and least visible designs

70%

FAILURE RATE

Half of redesign attempts fail to improve over current in validation

50%

NO IMPACT

Only 10-15% of executed redesigns result in

measurable sales growth

90%

ENABLING CONSUMERS & DESIGNERS TO DO WHAT THEY DO BEST A CASE STUDY ON COLLABORATION AND EXPLORATION

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SPRITE ZERO HAD A BUSINESS PROBLEM

Limited Brand Support

Brand Unawareness

Disparate packaging and silver cues

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AND SOME STRATEGIC QUESTIONS

Can blue travel?

Is there something

universal and better we

can adopt?

?

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BUT THE PROCESS IS BROKE

It’s not collaborative!

DES

IGN

ERS

MA

RKET

RES

EARC

H

THE CO

NSU

MER

BRAN

D M

AN

AG

ER

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THE SYSTEM IS FLAWED

4 Layouts abandoned after only two rounds & before the rest of the team even sees them

Round 2 Round 3-6 Round 1 Final Design for research to validate

17 designs considered only 1 gets validated

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YOU CAN’T BREAKTHROUGH WITH SAFE

“Do No Harm” mantra

VS

WHAT SPRITE ZERO DID

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COLLABORATION & EXPLORATION EASED CONCERN

Be More Creative

Designers Have Control

Knowledge is

Power Work Where You’re Comfortable

It’s Guidance Not A Mandate

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SPRITE ZERO CREATIVE BRIEF

Sleek

Urban

Clean Cool Refreshing

Simple

Revitalizing

Authentic Witty

Bold

USA Global

0

CALORIES

All Natural

GREAT TASTE

Refreshing

0

CALORIES

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CREATIVE SPACE ALTERNATIVES

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VETTING THE SPACE WITH CONSUMERS

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MOST APPEALING DESIGN CONCEPTS

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IN MARKET PRE-VALIDATION

Current Design

Top Design Concepts In-Market Competition USA

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DOES IT STAND OUT IN A COMPETITIVE CONTEXT?

United States Germany

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DOES IT GRAB AND HOLD ATTENTION?

Germany - Silver Germany - Green

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FORWARD LOOKING METRICS PREDICT POTENTIAL What is the potential in-market share?

Which would you be

more likely to purchase?

Which would you be

more likely to purchase?

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FIRST WORD THAT COMES TO MIND…. How well does the new package fit with your brand personality?

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CLICK & COMMENT QUALITATIVE FEEDBACK What exactly do consumers like or dislike about the design concept?

ZONE CLICKS

5 36%

1 19%

3 13%

4 10%

6 9%

2 7%

7 6%

RESPONDENTS

DISLIKING / LIKING

A 13% 61%

B 10% 36%

C 8% 26%

D 10% 16%

E 7% 16%

F 8% 10%

G 8% 7%

B

F C

D

A

E

G

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ACTION TAKEN

Can blue travel?

Is there something

universal and better?

No, but it’s okay!

YES! Green to Clear

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BETTER COLLABORATION

DE

SIG

NE

RS

M

AR

KE

T R

ES

EA

RC

H

THE

CO

NS

UM

ER

B

RA

ND

MA

NA

GE

R

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SYSTEMIC DESIGN SYSTEM IMPROVEMENT Traditional Process Nielsen Design System

COST

PR

OCE

SS

EFFE

CTIV

ENES

S Q

UA

LITY

OF

IN

SIG

HTS

TE

ST S

PACE

Diseconomies of Scale

Economies of Scale

Limited and subjective Limitless creative potential

37 19

Subjective data and questionable results

Actionable, clear results

Loose and fragmented

Advanced, supportive and effective

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KEY TAKEAWAYS

Leverage system across all markets

Increased system

productivity

Systematic savings

USING PACK DESIGN TO COMMUNICATE A NEW AND DISTINCT POSITIONING

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RE-ENERGIZING AN UNDERDOG • 95 year old beef jerky brand

• In 2009, Oberto and FritoLay parted ways- reverting Oberto to a stand alone CPG company for the first time in a decade

• Dwarfed by Jack Links, the category leader with significant distribution and ad spend

• Identified an opportunity to reposition as a high quality, “better for you” jerky

• A package redesign was the primary driver of the restage given limited marketing budgets and that 75% of jerky purchase decisions are made at the shelf

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LOOKING WITHIN THE CATEGORY Considering the category landscape, it was not clear to the design agency or brand which of the pervasive category cues were important and which could be challenged

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INSPIRATION FROM OUTSIDE THE CATEGORY The agency considered breakthrough visual approaches of successful brands targeting the health conscious consumers – but which of these creative routes would translate well to Oberto in the jerky category?

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THE BRIEF COMES TO LIFE Navigator gave designers license to explore a creative range including both evolutionary and revolutionary designs (while remaining on-strategy as per the creative brief)

Current Design SAFE BOLD

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RANGE ASSESSMENT At this point, Oberto could have used Navigator to test this range of singular design concepts and identify the best direction for focused refinement

Current Design SAFE BOLD

Stand Out

Get Purchased

Build Brand 800 Consumers

Refine

+ Option 1: Assess the range of singular design concepts

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DYNAMIC RANGE EXPLORATION Instead, Oberto decided to explore further by converting some singular design concepts into Dynamic Spaces to assure they were finding the very best creative direction

Layout 3 Layout 2 Layout 1

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DYNAMIC RANGE EXPLORATION Dynamic Spaces use a base layout then explore a range of creative approaches to one or more design elements

for example…

Layout 1

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BRAND MARK EXPLORATION How far can you evolve or update the trademark?

Left position Center position

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COLOR CUE EXPLORATION What is the best signature color given the layout or creative direction?

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ENDORSEMENT TREATMENT STUDY How should visual endorsements or product features be handled?

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CLAIM LANGUAGE EXPLORATION How should product claims or features be expressed?

The preceding exploration enables up to 192 possible combinations thus converting the singular design concept into a dynamic space of alternatives (4 x 4 x 4 X 3 = 192)

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TYPOGRAPHICAL COVERAGE Typeface choice and treatments can be holistically explored

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KEY VISUAL EXPLORATION Alternative visuals may resonate differently with your consumers

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ALTERNATIVE LOCK-UP CONSIDERATION Whole sections of the design can be treated as a single element with variation

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DYNAMIC SPACE VETTING The full dynamic space is first vetted with your consumers to identify three high potential design concepts to advance to the final assessment stage

X 50

X 240

x 192

This particular dynamic space consists of 482 potential design concepts

The three leading designs can come from any of the tested layouts

The vetting methodology considers both breadth and intensity of appeal

TDC-1 TDC-2 TDC-3

Top Design Concepts from the Dynamic Space

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CONSUMERS BEING CONSUMERS …not Art Directors

• Throughout the vetting and measurement stage, consumers are only shown holistic design concepts

• Convergence to top design concepts is driven by hundreds of consumers simply making choices between alternative packages

• In the final measurement stage, design concepts are assessed using several innovative approaches – none of which expect them to be an art critic or provide design direction

• Throughout, consumers are grounded in the competitive context to improve the reliability of their responses

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FINAL ASSESSMENT The measurement stage evaluates the top design concepts from the dynamic space, included singular design concepts, and the current design, with a fresh set of consumers

TDC-1 TDC-2 TDC-3

CURRENT

Top Design Concepts from the Dynamic Space

SDC-A SDC-B

SDC-F SDC-E SDC-D SDC-C

Singular Design Concepts

X 50

X 240

X 192

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FINAL ASSESSMENT The measurement stage evaluates the top design concepts from the dynamic space, included singular design concepts, and the current design, with a fresh set of consumers

TDC-1 TDC-2 TDC-3

CURRENT

Top Design Concepts from the Dynamic Space

SDC-A SDC-B

SDC-F SDC-E SDC-D SDC-C

Singular Design Concepts

1000 Consumers

Build Brand

Get Purchased

Refine

+

Stand Out

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INSIGHTS FOR REFINEMENT

Having selected the most promising design concept, the agency could now focus their development and refinement efforts with the help of Navigator diagnostic insights.

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RESULTS Despite being a bold departure from the current, long established design, Oberto launched their new design direction with confidence that it would drive sales and carve out a distinctive position in the category.

The agency took the selected design concept into focused refinement and extended across the flavors and line extensions – in record time.

The brand generated retail excitement, expanded distribution and double digit sales lift.

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THE NIELSEN DESIGN SUITE

Category Audit

Quantitatively evaluates the key category players (including current design) to identify opportunities and weaknesses that inform a higher quality design brief

• Pack visibility • Pack vs. brand perceptions • Pack strengths and weaknesses

Design Navigator

Enables broader, bolder creative design exploration from which the optimal design(s) are identified and pre-validated by the market

• Pack visibility and findability

• Preference over competitors

• Key message communication

• Fit with brand character

• Refinement diagnostics

Brief Exploration Selection Refinement Validation Production

Consumer Neuroscience

Provides deeper analysis of prioritized design directions using EEG scanners and eye-tracking to diagnose and compare consumer interaction & engagement with pack designs in isolation and on shelf

• Overall and component brain activity levels

• Gaze heat maps with zone effectiveness

• Associative word and brand resonance

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Good is the enemy of great. JONATHAN IVE