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 Packaging design /  Helping Dutch Lady ready-to-drink milk successfully launch a new pack design without disrupting sales πŸ‡²πŸ‡Ύ

Context:

As part of a global push for harmonisation of the front-of-pack (FOP) design, β€‹the SEA Dutch Lady team had engaged in 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​?

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Before -> After

Approach: mixed methods (quantitative eye tracking and qualitative shop-alongs, reflective 1:1s with semiotic decoding)

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 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 add 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, and thereby arrive at a definitive way forward.

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Impact:

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

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