Driving strategic plans in packaging


Our client wanted to measure consumer perceptions of packaging – both functional and emotional – for two of its leading personal care power brands.


This was to be undertaken in developing markets where significant growth opportunities had been identified.

APPROACH
We configured qualitative and quantitative techniques to understand how functional and emotional needs could be satisfied more deeply by reconfiguring packaging structure, substrate and graphics.

RECOMMENDATION
We provided a selection of potential packaging routes for hand care, hair care, body care and skin care.

OUTCOME
The client embraced our recommendations fully, creating a guide to clarify the company’s packaging strategies - and factors for success.