Packaging Research

MC Vitie’s Digestives Case Study

United Biscuits wanted to create a ‘hero’ brand around Digestives – creating range cohesion and injecting modernity whilst building on the fantastic heritage of the brand.  This all needed to be accomplished whilst ensuring the variants remained easily distinguished.  Thus the ‘Digestives’ red was extended across all variants along with other pack changes intended to reinvigorate the brand and prompt reappraisal.

Using a range of qual and quant techniques we evaluated on shelf impact and findability for the range and the variants, examined pack aesthetics, the impact of the change on the brand (functionally and emotionally) and on behaviour.

The pack change was very successful in the primary objectives of creating a Digestives brand, increasing on shelf presence and in injecting modernity and vibrancy – however we recommended specific changes to the design hierarchy to increase variant findability and on shelf negotiation.

New amended packs were introduced, taking the benefits identified from the test design and incorporating our recommended amendments.  The pack changes enabled United Biscuits to deliver a successful relaunch with increased share of value.

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