Creating a hero brand around Digestives
Our Task - To evaluate a new pack design, aimed at creating a hero brand around Digestives (through the use of the 'Digestives' red across all variants) and injecting a sense of modernity.
Our Approach
- We used an integrated qual. / quant. approach to evaluate not only the pack itself (eg shelf impact, findability, aesthetics), but also the likely impact of the pack change on functional and emotional perceptions of the brand.
What We Learned
- The new design was very successful in the key objectives of creating a Digestives brand, increasing on shelf presence, and injecting modernity and vibrancy.
- However, changes to the design hierarchy were desirable, in order to increase variant findability and shelf navigation. (These changes were made before a successful re-launch that led to an increased share of value.)
