When the package goes beyond attractive...
…and adds something really unique it really stands out. In Buddy Mulled Wine’s case their packaging and follow-up marketing did what it was supposed to do and provided that extra something that put it above the rest:
- Easy to understand ‘big idea’
- Creative design
Plus…
- Showed the product in action
Well done!
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Heather commented:
Pepsi underrated the fact that Tropicana has nmscuoers so attached to the old-e28098Tropice28099 packaging that they were unlikely to appreciate a younger looking futuristic design. We did an eye tracking study on the effectiveness of the New' pack in the UK where we have never had the straw graphic and the results predict a 13% loss of sales. Tropicana shoppers done28099t see new packages at shelf and are drawn to Tescoe28099s own brand products that have some similarities to the UK Tropicana pack. The truth about the sales loss has little to do with that graphic, and everything to do with shoppers e28098ability to find the new packages at shelf. Consumers have to find the product at shelf before they can buy it. One eye tracking study and this could have been avoided!
