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Context

As part of a global push for harmonisation of the front-of-pack (FOP) design, ​the SEA Dutch Lady team needed a pack re-design exercise. However, concerns persisted on proposed range of design options: will they negatively impact pack performance at-shelf (findability, visibility, appeal, message communication and persuasiveness), and subsequently sales​?

Challenge

  • Logistical - no way to test packaging in a real store environment given confidentiality - packaging not yet released in the markets

Approach

Mixed methods - qualitative shop alongs, reflective 1:1s with semiotic decoding;  quantitative eye tracking
We ran a quick turn-around study, end-to-end in 1.5 weeks, testing the new website design with 12 French shoppers remotely via Zoom. We incorporated an exploratory task and a directive task list into our interview guide to comprehensively test the user experience. The Maille team actively listened in, often making design changes on-the-go to speed up delivery further.​

Outputs

Qualitative shop-alongs and reflective 1:1s helped us build a contextual understanding of what shoppers look for when they head in-store to buy their current Dutch Lady pack. Given the category, shoppers included kids as well, so we interviewed them together with their parents to understand key identifiers from their perspective.
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These 1:1s also gave us an opportunity to semiotically decode each pack element on current and proposed options to understand what elements help retain core brand communication: delicious, nutritious, fresh, natural, quality; and added to the appeal.
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Put together with quantitative eye tracking, this helped us build a strong understanding of equity elements in the pack design:

  • Key brand identifiers

  • Key variant identifiers

  • Key communication elements 

  • Elements driving brand perception and imagery

  • Elements driving purchase consideration

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Consolidating all, we were able to clearly outline design elements to be retained vs. elements that could be let go of without negatively impacting on-shelf pack performance. ​

All brand identifiers and equity elements

All brand identifiers, equity elements outlined from the qualitative shop alongs and reflective 1:1s

But launching a new pack design is an expensive and high-risk exercise. So for added validation, we ran a quantitative test with eye tracking. Shoppers were tasked to shop in a virtual store with the new current (control) and new (test) pack designs on-shelf. Through Tobii eye tracking glasses, heatmaps were generated at 10-5-3ft approaches, and pack level. A follow up survey also tracked shoppers' purchase / no purchase, reasons, and pack recall. 

With comprehensive testing done, a firmer way forward on the design was recommended. 

Packaging - from old to new, without losing equity

Impact

✔️ Insights translated safely into action: new pack design launched in SEA (look for one in your nearest grocery store!)

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