The Key Challenge
Current packs were successful at delivering ‘quality’ and ‘indulgent’ product cues to target consumers but lacking in other important facets of the brand’s identity and key elements for its future growth strategy.
The Researchcraft Approach
Using a multistage quantitative and qualitative programme we aimed to identify and develop a route that would deliver a step change in terms of communication, visibility and likability. As part of the final validation stage, Implicit Response Testing was combined with other techniques to determine which designs had the most positive associations for the brand including an evaluation of how they would stack up in a competitive context.
The Outcome
IRT confirmed that the desired route would provide a stronger, positive emotional return than the current pack and place it in a more robust position relative to competitors.