Client’s challenge
Innovating packaging is nothing new in the FMCG industry. But how do brands know if the new packaging fits the brand, and if it generates more impact for the brand than the old packaging? Where can the brand optimise? A producer of dairy products has asked DVJ Insights to test the old and new packaging of 2 products. To determine how the new packaging performs as opposed to the old packaging, if the new packaging can be introduced in its current form, or whether it needs optimising.
The approach
DVJ Insights has developed an agile Pack Test where research can be conducted within 24 hours, is of high quality and against low costs. Because the Pack Test has a holistic set-up, brands get all the necessary diagnostics to optimise and improve the packaging. We measure Standout of the products by showing them in a simulated real-life environment and all results are compared with the packaging benchmark. We use eye-tracking to determine whether the most important activation message is noticed and if the brand and the core values are seen by the target group. The test looks at engagement, brand impact, direct response and brand activation.
The results
The results of product 1 show that the new packaging scores +21% on overall appreciation compared to the benchmark. The new packaging also scores above benchmark on brand activation – consideration and preference. However, the old packaging of the product scores better, +26% on overall appreciation compared to the benchmark, and in terms of consideration and preference, the old packaging also scores better compared to the new packaging.
Brand Activation Product 1: New packaging
Brand Activation Product 1: Old packaging
The results of product 2 show similar outcomes. The new packaging scores +12% on overall appreciation compared to the benchmark. It also scores above benchmark on consideration and preference. The old packaging scores slightly lower than the new packaging, but the scores are similar. The old packaging scores + 11% on overall appreciation compared to the benchmark, on brand activation the old packaging scores slightly lower on appreciation, but slightly higher on preference.
Brand Activation Product 2: New packaging
Brand Activation Product 2: Old packaging
Client’s benefit
Our client found that the new packaging could not generate the desired impact. The new packaging hasn’t generated more impact for the brand than the old packaging, and even scored lower in certain aspects. The results of the study helped our client to take the right next steps. Because we have been able to test within 24 hours, the client had enough time to optimise based on the insights from eye-tracking and the qualitative feedback from the study.
