The final objective was to boost sales through a more america cell phone number list attractive and modern package, but still in line with the brand identity.
The pre-test: a rigorous methodology for reliable results
To meet this demand, we have set up a packaging pre-test, an essential step in measuring consumer perception before the launch of a new pack.
This test was conducted through a quantitative study with a representative sample of Reunion Islanders, including buyers of the product studied.
The objective was to understand how each packaging option imagined by the communications agency was perceived in terms of attractiveness, readability and association with the brand.
The test results were clear: one pack clearly stood out from the others. Consumers expressed a clear preference for this design, describing it as more modern, more elegant, more streamlined, less visually cluttered and more in line with their expectations.
The surprise: popular packaging… but invisible on the shelves
When reporting the results to the marketing team, however, our client raised a crucial point that we had not anticipated: although consumers' preferred packaging was attractive and clear in terms of stated preference, it was very likely to blend in on the shelf.
Indeed, compared to the main competitor's "block" of recipes, this packaging, although attractive, lacked visibility and differentiation on the shelves.
This observation highlighted an aspect that is sometimes underestimated in packaging studies: the importance of on-shelf context .
Indeed, the shelf is a battlefield where every detail counts. A pack can be appreciated during a consumer test, but its real effectiveness is played out in its ability to capture attention on the shelf , where it is surrounded by dozens, even hundreds, of other products.