One pack won on six of eight parameters, and the losing pack's faults were fixable without a redesign
A beverage company had two pack options for a new drink, and three other decisions pending on the same launch.
We designed one study to cover concept, product, name and pack in sequence, with mothers and young adults in separate groups. The pack came last, so it was judged by people who already knew what was inside it.
One pack won on six of eight parameters and tied on the other two. The other was not disliked: it read as medicinal and carried too much text, both fixable without touching the structure. Four decisions, one study.
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- The question
- Which of two pack options should a new beverage launch in, and why?
- Approach
- Qualitative, ten groups: concept, product, name and pack in one sequence, pack shown last
- Where
- Two metros, India
De-identified. Names, places and distinguishing details are generalised.
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