Two major brands in the dairy aisle had strategic reasons to want to make substantive changes to their package design. Both of their categories are highly habituated, which carries a high degree of risk with a redesign.
- Both studies followed the same in-store methodology.
- Fielding took place in multiple markets nationwide.
- Prototype packaging of test designs front-faced existing product when not testing control.
- Quant sample was built through intercepts and some pre-recruited respondents.
For one brand, purchase rate of one of the three test designs was over 20% higher than Control while also evoking key design objectives. The brand team moved forward with a change to its iconic package, while experiencing an increase in sales of 20% YoY.
For the other brand, purchase rate of one of the three test designs showed a meaningful drop in sales compared to Control, with most of the movement going to their primary category competitor. They moved ahead with a more conservative and incremental design strategy and avoided the most significant alienation.