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Unpacking Package Design:
Best Practices for Winning with Consumers
	
  
WINE	
  &	
  DESIGN	
  ‘EM:	
  
WHY	
  IS	
  PACKAGE	
  DESIGN	
  SO	
  IMPORTANT?	
  
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THE	
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TO	
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BE	
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The	
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CHARACTER-­‐BASED	
  DIFFERENTIATION	
  
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IDENTIFYING	
  DIFFERENTIATION	
  
OPPORTUNITIES	
  
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LEAST	
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$10	
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LEAST	
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LEAST	
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Several	
  key	
  personality...
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DESIGN	
  CAN	
  REINFORCE	
  OR	
  EVOLVE	
  
BRAND	
  PERCEPTIONS	
  
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BE	
  NOTICED,	
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  DIFFERENT,	
  BE	
  LIKED	
  
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ZONE
% of all
CLICKS
1 20%
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EXECUTION	
  MATTERS	
  
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THE	
  BEST	
  WAY	
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To	
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  contact:	
  
Jessica	
  Gaedeke	
  
VP,	
  Ni...
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Unpacking Wine Package Design: "Best Practices for Winning with Consumers" (presented by: The Nielsen Company at Wine & Vines Packaging Conference in Napa, CA August 19th, 2015

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What do consumers really think of your brands look? What about the competition? What makes for great wine packaging? What stands out for each price point as the key drivers to a brands success in recognition and what shapes their consumer's opinions?

The Nielsen Company set out to answer many of these questions with their ambitious study that they presented at this year's Wine & Vines Packaging Conference in Napa, CA.

Presentors:
Steve Lamoureux
SVP of Product Innovation, Design Solutions
&
Brian Lechner
VP, Group Client Director

for more info as well contact:
Jessica Gaedeke
VP, Nielsen Innovation Practice
jessica.gaedeke@nielsen.com
SPONSORED BY: CORK SUPPLY USA

This info also shared courtesy of:
Jeff Stone
Regional Account Manager
Vintage 99 Label MFG, Inc.
jeffs@vintage99.com

Published in: Design
  • I will just say this. Back in 1985 I built a small winegrape vineyard here in Central Florida (about 150 vines) that I owned for twenty years 2005 . I was producing now commercial wines , and selling some of the winegrapes to others. I produced and bottled all the wines myself under labels I designed myself that featured my wildlife art on them . Being a professional artist since 1980 , I used my own wines , to showcase my art , and occassionally I had Artist wine dinners , where I invited prospective art customers . Others winereies in Florida and Texas asked me to create some wine industry art for them . Its always been my experience that the best wine labels are ones that have good art design , yet simple and direct . I think sometimes wine labels are to cluttered with too much information , which can be confusing to prospective buyers . To this day , I still think , good eye appeal , but direct and to the point ,is what makes the best wine label designs .
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Unpacking Wine Package Design: "Best Practices for Winning with Consumers" (presented by: The Nielsen Company at Wine & Vines Packaging Conference in Napa, CA August 19th, 2015

  1. 1. SPONSORED BY: CORK SUPPLY USA Unpacking Package Design: Best Practices for Winning with Consumers  
  2. 2. WINE  &  DESIGN  ‘EM:   WHY  IS  PACKAGE  DESIGN  SO  IMPORTANT?  
  3. 3. Copyright  ©2015  The  Nielsen  Company.  Confiden;al  and  proprietary.   3 Copyright  ©2015  The  Nielsen  Company.  Confiden;al  and  proprietary.   PACKAGE  DESIGN:  A  POWERFUL  MARKETING  LEVER   Only  pack  design:   •  Reaches  100%  of  likely  buyers  at  the   first  moment  of  truth  where  50-­‐80%  of   purchase  decisions  are  made   •  Requires  a  relaWvely  low  investment   •  Embodies  the  brand  and  product   strategy   Package  Design   AdverWsing   Trade  PromoWon   Consumer  PromoWon   Social  Media   Low   Cost   Highly   Strategic   High   Reach  
  4. 4. Copyright  ©2015  The  Nielsen  Company.  Confiden;al  and  proprietary.   4 Copyright  ©2015  The  Nielsen  Company.  Confiden;al  and  proprietary.   FACTORS  DRIVING  PACK  IMPORTANCE   MANY  DECISIONS  MADE   AT  SHELF   SOCIAL  PERCEPTIONS  CAN  HELP  GAIN   DISTRIBUTION   SHAPES  BRAND   PERCEPTIONS   CROWDED  CATEGORY  
  5. 5. Copyright  ©2015  The  Nielsen  Company.  Confiden;al  and  proprietary.   5 Copyright  ©2015  The  Nielsen  Company.  Confiden;al  and  proprietary.   1.9   3.5   4.3   5.7   -­‐0.1   0.7   1.7   3.1   Overall  CPG   Beer/FMB/Cider   Wine   Spirits     Value     Volume     Source:    Nielsen  Total  U.S.  All  Outlets  (xAOC  +  Liquor  Plus  +  Conv  +  Military);  52  w/e  3-­‐28-­‐2015;  Overall  CPG  thru  3-­‐14-­‐2015   PEOPLE  ARE  DRINKING  BETTER,  BUT  NOT  MORE   Total  Nielsen  Off  Premise  –  Annual  Growth  Rates   +2.7%   +2.5%   +2.3%  
  6. 6. Copyright  ©2015  The  Nielsen  Company.  Confiden;al  and  proprietary.   6 Copyright  ©2015  The  Nielsen  Company.  Confiden;al  and  proprietary.   Source:  Nielsen  Total  U.S.  xAOC+Military+Liquor  Plus  (Ex  Conv);  3  years  end  05/23/15   *New  Items  consist  of  items  w/sales  >  $1,000  in  last  2  years  combined,  &  $0  sales  3  years  prior   INNOVATION  &  NEW  PACKAGES  STILL  FUNDAMENTAL   6.6%   4.2%   4.6%   22.3%   12.5%   13.4%   Beer   Wine   Spirits   %  of  Category   Sales  Dollars   %  of  Category   Items   New  Items  in  Beer,  Wine  &  Spirits  (2014)   ~3,500 items ~4,200 items ~2,200 items
  7. 7. Copyright  ©2015  The  Nielsen  Company.  Confiden;al  and  proprietary.   7 Copyright  ©2015  The  Nielsen  Company.  Confiden;al  and  proprietary.   17%   36%   24%   22%   $15>   $10-­‐14.99   $6-­‐9.99   $0-­‐5.99   2%   8%   90%   Above   Premium   Premium   Economy   Eq  Volume  Share  of  New  Items   4%   29%   59%   4%   Ultra     Premium     Mid     Value     Source:  Nielsen  custom  AOD  (Beer  Eq  Vol  =  288oz  Case);  Nielsen  custom  AOD  (Eq  Vol  =    9  Liters)  –  CY2014     WINE  INNOVATION  COMING  FROM  ALL  PRICE  TIERS   All  wine  brands  have  to  work  harder  to  get  noWced.   Lower  End   High  End  
  8. 8. Copyright  ©2015  The  Nielsen  Company.  Confiden;al  and  proprietary.   8 Copyright  ©2015  The  Nielsen  Company.  Confiden;al  and  proprietary.   Nielsen  AdViews,  PCC  Subgroup  Categories  Beer,  Liquor  and  Wine  January  2012-­‐December  2014   2013-­‐2014  includes  All  Media  Types,  2012  data  excludes  NaWonal  and  Regional  Cinema  due  to  data  availability     WINE  CATEGORY  MEDIA  SPENDING  IS  LOW     Demand  creaWon  largely  rests  on  packaging  and  consumer  response  at  point  of  sale.   $1,237.2   $95.6   $526.0   $1,306.7   $88.3   $627.6   $1,299.6   $90.8   $557.2   Beer   Wine   Liquor   Beverage  Alcohol  Media     3  Year  Trend  of  Spend  $(MM)   2012   2013   2014  
  9. 9. NIELSEN’S  RESEARCH  
  10. 10. Copyright  ©2015  The  Nielsen  Company.  Confiden;al  and  proprietary.   10 Copyright  ©2015  The  Nielsen  Company.  Confiden;al  and  proprietary.   BUILD  BRAND   Strategic  messaging  /   brand  fit   GET  PURCHASED   Consumer   preference   STAND  OUT   Visibility  /   findability   WHICH  “JOBS”  MUST  A  PACKAGE  DESIGN  PERFORM  WELL?  
  11. 11. Copyright  ©2015  The  Nielsen  Company.  Confiden;al  and  proprietary.   11 Copyright  ©2015  The  Nielsen  Company.  Confiden;al  and  proprietary.   2700  CONSUMERS  (900  consumers  per  price  Wer)   •  Men  and  women  age  21  –  64   •  Current  category  buyers  and  primary  decision  maker   Under  $10   $10-­‐20   Over  $20   “AUDITING”  LEADING  CABERNET  SAUVIGNON  DESIGNS   3  PRICE  TIERS  (11-­‐12  select  leading  brands  per  Wer)  
  12. 12. Copyright  ©2015  The  Nielsen  Company.  Confiden;al  and  proprietary.   12 Copyright  ©2015  The  Nielsen  Company.  Confiden;al  and  proprietary.   TESTED  DESIGNS:  UNDER  $10  
  13. 13. Copyright  ©2015  The  Nielsen  Company.  Confiden;al  and  proprietary.   13 Copyright  ©2015  The  Nielsen  Company.  Confiden;al  and  proprietary.   TESTED  DESIGNS:  $10  -­‐  20  
  14. 14. Copyright  ©2015  The  Nielsen  Company.  Confiden;al  and  proprietary.   14 Copyright  ©2015  The  Nielsen  Company.  Confiden;al  and  proprietary.   TESTED  DESIGNS:  $20  AND  UP  
  15. 15. Copyright  ©2015  The  Nielsen  Company.  Confiden;al  and  proprietary.   15 Copyright  ©2015  The  Nielsen  Company.  Confiden;al  and  proprietary.   MEASURING  STAND  OUT   Advanced,  webcam-­‐based  eye  tracking  of  the  leading  compeWtors  in  the  category.  
  16. 16. Copyright  ©2015  The  Nielsen  Company.  Confiden;al  and  proprietary.   16 Copyright  ©2015  The  Nielsen  Company.  Confiden;al  and  proprietary.   The  Rorschach  Test  of  Design   What’s  the  first   thing  that  comes  to   mind?…   MEASURING  BRAND  EQUITY  (FREE  ASSOCIATION)   Unaided  word  associaWon  exercise  captures  consumer  reacWons  to  packages.   Please  be  as  specific  as  possible  in   answering  the  quesWon  below.     What  words  or  phrases  come  to  mind   when  you  first  look  at  this  package?   First  word  or  phrase:   Second  word  or  phrase:  
  17. 17. Copyright  ©2015  The  Nielsen  Company.  Confiden;al  and  proprietary.   17 Copyright  ©2015  The  Nielsen  Company.  Confiden;al  and  proprietary.   Consumers  like  or  dislike   specific  elements,  then   provide  the  “why”  behind   their  reacWons.   UNDO LAST SELECTION Please  use  up  to  three  sWckers  to  tell  us  what   you  like  MOST  about  the  package.   When  you  are  done  making  your  selec;ons,  if   any,  click  the  next  arrow.     Would  you  like  to  tell  us  why  you   selected  this?   DIAGNOSTICS  
  18. 18. Copyright  ©2015  The  Nielsen  Company.  Confiden;al  and  proprietary.   18 Copyright  ©2015  The  Nielsen  Company.  Confiden;al  and  proprietary.   Woodbridge Cavit Beringer Fetzer Smoking-Loon Bogle Columbia-Crest Mirassou Barefoot Cupcake Yellow-Tail Fancy-Pants -27 -21 -15 -9 -3 3 9 15 21 27 33 39 Traditional Trustworthy Premium Sophisticated Confident Bold Distinctive Sexy Innovative Fun Approachable Casual Which  of   these  would   you  MOST   describe  as   sexy?   UNDO LAST SELECTION “Most”  and  “least”  selecWon   by  consumers  on  a  variety  of   personality  traits.   MEASURING  BRAND  EQUITY  (COMPETITIVE  CONTEXT)  
  19. 19. Copyright  ©2015  The  Nielsen  Company.  Confiden;al  and  proprietary.   19 Copyright  ©2015  The  Nielsen  Company.  Confiden;al  and  proprietary.   Fun$ Innova)ve$Trustw orthy$Approachable$ Sexy$ Dis)nc)ve$ Prem ium $ Bold$ Tradi)onal$ Casual$Sophis)cated$ Confident$ A30$ A20$ A10$ 0$ 10$ 20$ 30$ 40$ Pack   Personality   Brand   Personality   Which  of   these   would  you   MOST   describe   as  sexy?   UNDO LAST SELECTION Which  of   these   would  you   MOST   describe   as  sexy?   UNDO LAST SELECTION Barefoot   Beringer   Cavit   Columbia   Crest   Cupcake   Fancy   Pants   Fetzer   Smoking   Loon   Yellow   Tail   Mirassou   Bogle   Woodbridge   MEASURING  BRAND  EQUITY  (PACK’S  IMPACT  ON  BRAND)   Half  of  consumers  evaluate  brand  names  on  personality  traits  prior  to  seeing  any   designs,  while  the  other  half  only  react  to  the  package  designs.  Results  are  compared   to  provide  insight  into  the  package  design’s  impact  on  brand.    
  20. 20. THE  FIRST  HURDLE:  CALLING  ATTENTION  
  21. 21. Copyright  ©2015  The  Nielsen  Company.  Confiden;al  and  proprietary.   21 Copyright  ©2015  The  Nielsen  Company.  Confiden;al  and  proprietary.   Shelf  context  sWmuli  consists  of  randomized  placement  of  all  packs  with  equalized  share  of  space   WHO’S  GETTING  NOTICED?  (UNDER  $10)   45%   81   48%   49%   50%   51%   52%   55%   92   99   100   102   103   107   111   40%   7.1%   81   85   6.8%   7.4%   89   7.7%   92   8.2%   98   8.3%   100   8.6%   103   8.8%   106   10.7%   128   9.1%   109   9.2%   110   VISIBILITY:     Percent  of  consumers   looking  at  the  design  in   the  first  4  seconds   SHARE  of  ATTENTION:   Percent  of  Wme  the   consumer  spends     on  each  design  in  the     first  7  seconds  
  22. 22. Copyright  ©2015  The  Nielsen  Company.  Confiden;al  and  proprietary.   22 Copyright  ©2015  The  Nielsen  Company.  Confiden;al  and  proprietary.   WHO’S  GETTING  NOTICED?  ($10-­‐20)   59   53%   56%   61%   64%   55%   102   107   118   123   144   31%   6.1%   54   67   4.9%   6.9%   76   7.3%   80   8.2%   90   9.8%   108   10.1%   111   10.9%   119   12.5%   138   11.1%   122   12.3%   135   VISIBILITY:     Percent  of  consumers   looking  at  the  design  in   the  first  4  seconds   SHARE  of  ATTENTION:   Percent  of  Wme  the   consumer  spends     on  each  design  in  the     first  7  seconds   50%   96   47%   91   53%   80  
  23. 23. Copyright  ©2015  The  Nielsen  Company.  Confiden;al  and  proprietary.   23 Copyright  ©2015  The  Nielsen  Company.  Confiden;al  and  proprietary.   WHO’S  GETTING  NOTICED?  (OVER  $20)   64   49%   54%   56%   60%   100   112   117   125   45%   59   5.4%   6.4%   70   7.1%   78   7.3%   80   8.9%   98   9.9%   109   10.7%   118   13.6%   150   11.6%   127   11.9%   131   VISIBILITY:     Percent  of  consumers   looking  at  the  design  in   the  first  4  seconds   SHARE  of  ATTENTION:   Percent  of  Wme  the   consumer  spends     on  each  design  in  the     first  7  seconds   44%   92   46%   96   49%   85  
  24. 24. Copyright  ©2015  The  Nielsen  Company.  Confiden;al  and  proprietary.   24 Copyright  ©2015  The  Nielsen  Company.  Confiden;al  and  proprietary.   ATTENTION-­‐GETTING  FACTORS   Under  $10   $10  -­‐  $20   Over  $20   Color   ✪   ✪   ✪   ✪   ✪   ✪   Shape   ✪   ✪   ✪   ✪   ✪   Contrast   ✪   ✪   ✪   ✪   ✪   Contrarian   ✪   ✪   ✪   ✪   ✪  
  25. 25. Copyright  ©2015  The  Nielsen  Company.  Confiden;al  and  proprietary.   25 Copyright  ©2015  The  Nielsen  Company.  Confiden;al  and  proprietary.   ATTENTION-­‐HOLDING  FACTORS   Under  $10   $10  -­‐  $20   Over  $20   Color   ✪   ✪   ✪   ✪   ✪   Symmetry   ✪   ✪   ✪   ✪   ✪   ✪   ✪   ✪   ✪   Intrigue   ✪   ✪   ✪   ✪   ✪   ✪   ✪  
  26. 26. TO  INFLUENCE  CONSUMER  PREFERENCE,   BE  DIFFERENTIATED  IN  A  RELEVANT  WAY  
  27. 27. Copyright  ©2015  The  Nielsen  Company.  Confiden;al  and  proprietary.   27 Copyright  ©2015  The  Nielsen  Company.  Confiden;al  and  proprietary.   DIFFERENTIATION   Why  does  it  maver   Uniqueness   +    Relevance  …      Preference   Name   Design   Form   ExecuWon   Personality   PosiWvity   AspiraWonal   InspiraWonal   ReflecWon  of  self   Expression  of  self   Beauty   Purchase   Trial   Evoked  set   Favorite  
  28. 28. Copyright  ©2015  The  Nielsen  Company.  Confiden;al  and  proprietary.   28 Copyright  ©2015  The  Nielsen  Company.  Confiden;al  and  proprietary.   DIFFERENTIATION  CHALLENGES   The  Innovator’s  Dilemma  for  established  brands:   •  Have  the  power  of  reputaWon  and  greater  markeWng  support,  but  there  is   risk  in  deparWng  from  heritage  branding  and  design     Livle  fame  but  more  freedom  for  new  entrants:   •  No  established  equity  to  draw  on,  but  capable  of  trying  more  bold/ differenWaWng  direcWons  
  29. 29. Copyright  ©2015  The  Nielsen  Company.  Confiden;al  and  proprietary.   29 Copyright  ©2015  The  Nielsen  Company.  Confiden;al  and  proprietary.   •  In  a  free  associaWon   exercise,  consumers   assign   characterisWcs  to   specific  package   designs   •  This  word  cloud   represents  the   frequency  of   associaWons   consumers  have   across  all  the  tested   designs   BASELINE  CATEGORY  ASSOCIATIONS  (UNDER  $10)  
  30. 30. Copyright  ©2015  The  Nielsen  Company.  Confiden;al  and  proprietary.   30 Copyright  ©2015  The  Nielsen  Company.  Confiden;al  and  proprietary.   Category  Cloud   PACK  ASSOCIATIONS  (ESTABLISHED,  CONSERVATIVE  BRAND)   Pack  Cloud  
  31. 31. Copyright  ©2015  The  Nielsen  Company.  Confiden;al  and  proprietary.   31 Copyright  ©2015  The  Nielsen  Company.  Confiden;al  and  proprietary.   PACK  ASSOCIATIONS  (ESTABLISHED,  CONSERVATIVE  BRAND)   OVER  INDEXING  WORDS   UNDER  INDEXING  WORDS   •  In  line  with  category   •  Clean,  structured  label   •  Only  modest   overstatement  of   country  and  valley   oaks   •  More  likely  to  be   characterized  as  plain   and  simple  
  32. 32. Copyright  ©2015  The  Nielsen  Company.  Confiden;al  and  proprietary.   32 Copyright  ©2015  The  Nielsen  Company.  Confiden;al  and  proprietary.   DIFFERENTIATED  ASSOCIATIONS  (NEWER  BRAND)   •  Playful,  sweet-­‐ themed  response   from  consumers   •  The  clear  break   from  tradiWonal,   classic  bovle  design   resonates  posiWvely   OVER  INDEXING  WORDS   UNDER  INDEXING  WORDS  
  33. 33. Copyright  ©2015  The  Nielsen  Company.  Confiden;al  and  proprietary.   33 Copyright  ©2015  The  Nielsen  Company.  Confiden;al  and  proprietary.   Fancy  Pants  is  a  an   especially   provocaWve  and   whimsical  design  in   the  category,  evoking   the  most  disWnct   associaWve  response   from  wine   consumers.     Completely  absent   are  any  menWon  of   the  common  words   tradiWonal,  classic,  or   clean.   Clearly,  consumers   get  the  brand’s  wink.   A  QUESTION  OF  CHARACTER  (UNDER  $10)   Can  you  guess  which  wine  evoked   this  free  associaWon  word  cloud?   OVER  INDEXING  WORDS   UNDER  INDEXING  WORDS  
  34. 34. 34   Copyright  ©2015  The  Nielsen  Company.  Confiden;al  and  proprietary.   The  Prisoner  is  a   stark  departure  from   its  category  peers.     It’s  no  surprise  that   the  words  tradiWonal   and  classic  were   absent  from   consumer   associaWons.       The  design’s  color   and  content  evoke   associaWons  with   darkness.       It  provokes  both   interest  and   confusion.   Can  you  guess  which  wine  evoked   this  free  associaWon  word  cloud?  .   A  QUESTION  OF  CHARACTER  (OVER  $20)   OVER  INDEXING  WORDS   UNDER  INDEXING  WORDS  
  35. 35. CHARACTER-­‐BASED  DIFFERENTIATION  
  36. 36. Copyright  ©2015  The  Nielsen  Company.  Confiden;al  and  proprietary.   36 Copyright  ©2015  The  Nielsen  Company.  Confiden;al  and  proprietary.   TESTED  BRAND  PERSONALITIES  
  37. 37. Copyright  ©2015  The  Nielsen  Company.  Confiden;al  and  proprietary.   37 Copyright  ©2015  The  Nielsen  Company.  Confiden;al  and  proprietary.   .86   .79   .80   .85   .84   .78   .98   .88   .77   .73   .86   .50   .49   .87   PERSONALITY  CORRELATIONS  
  38. 38. Copyright  ©2015  The  Nielsen  Company.  Confiden;al  and  proprietary.   38 Copyright  ©2015  The  Nielsen  Company.  Confiden;al  and  proprietary.   PERSONALITY  BLENDS   InnovaWve  &  Bold  SophisWcated   Fun  
  39. 39. Copyright  ©2015  The  Nielsen  Company.  Confiden;al  and  proprietary.   39 Copyright  ©2015  The  Nielsen  Company.  Confiden;al  and  proprietary.   PERSONALITY  BLENDS   InnovaWve   Casual  Fun  
  40. 40. IDENTIFYING  DIFFERENTIATION   OPPORTUNITIES  
  41. 41. Copyright  ©2015  The  Nielsen  Company.  Confiden;al  and  proprietary.   41 LEAST   MOST   $10  -­‐  $20   LEAST   MOST   Over  $20   Under  $10   LEAST   MOST  
  42. 42. Copyright  ©2015  The  Nielsen  Company.  Confiden;al  and  proprietary.   42 LEAST   MOST   $10  -­‐  $20   LEAST   MOST   Over  $20   Under  $10   LEAST   MOST  
  43. 43. Copyright  ©2015  The  Nielsen  Company.  Confiden;al  and  proprietary.   43 LEAST   MOST   $10  -­‐  $20   LEAST   MOST   Over  $20   Under  $10   LEAST   MOST  
  44. 44. Copyright  ©2015  The  Nielsen  Company.  Confiden;al  and  proprietary.   44 Copyright  ©2015  The  Nielsen  Company.  Confiden;al  and  proprietary.   BOUNDARY-­‐PUSHING  DESIGNS   Most  Least   Most  Least   Most  Least   Under  $10   $10  -­‐  20   Over  $20  
  45. 45. 45 Copyright  ©2015  The  Nielsen  Company.  Confiden;al  and  proprietary.   Several  key  personality  dimensions  aren’t  “owned”  by  any  of  the  tested  designs.   OPPORTUNITY  SPACES:  UNCLAIMED  PERSONALITIES   Under  $10   $10  -­‐  $20   Over  $20  
  46. 46. Copyright  ©2015  The  Nielsen  Company.  Confiden;al  and  proprietary.   46 Copyright  ©2015  The  Nielsen  Company.  Confiden;al  and  proprietary.   Based  on  thresholds  of  a  net  vote  of  12%  or  more  on  any  personality  dimension  or  5  point  difference  from  category  aggregate  associaWons   MIDDLE  OF  THE  PACK   Half  the  tested  packs  did  not  achieve  a  notable  personality  or  associaWon  disWncWon.   Under  $10   $10  -­‐  $20   Over  $20  
  47. 47. DESIGN  CAN  REINFORCE  OR  EVOLVE   BRAND  PERCEPTIONS  
  48. 48. Copyright  ©2015  The  Nielsen  Company.  Confiden;al  and  proprietary.   48 Copyright  ©2015  The  Nielsen  Company.  Confiden;al  and  proprietary.   BRAND  AND  PACK  IN  PERFECT  HARMONY   Chateau  Ste.  Michelle’s  pack  closely  reflects  its  brand  personality  and   is  helping  to  promote  a  more  disWncWve  brand  percepWon.   Fun$ Innova)ve$Trustw orthy$Approachable$ Sexy$ Dis)nc)ve$ Prem ium $ Bold$ Tradi)onal$ Casual$Sophis)cated$ Confident$ A30$ A20$ A10$ 0$ 10$ 20$ 30$ 40$ Pack  Personality  Brand  Personality  
  49. 49. Copyright  ©2015  The  Nielsen  Company.  Confiden;al  and  proprietary.   49 Copyright  ©2015  The  Nielsen  Company.  Confiden;al  and  proprietary.   THE  EVOLUTION  OF  BERINGER   The  Beringer  name  is  over  130  years  old.  A  recent  redesign  aimed  to  “modernize”  the  brand   without  compromising  other  posiWve  brand  equiWes.   Launching  2015  
  50. 50. Copyright  ©2015  The  Nielsen  Company.  Confiden;al  and  proprietary.   50 Copyright  ©2015  The  Nielsen  Company.  Confiden;al  and  proprietary.   CHANGE  CAN  BE  GOOD   Beringer’s  bovle  design  presents  a  subtle  evoluWon  of  a  dominant   brand  with  a  soyening  of  its  tradi1onal  percepWons  and  elevaWon  of   bold  and  sexy.   Fun$ Innova)ve$Trustw orthy$Approachable$ Sexy$ Dis)nc)ve$ Prem ium $ Bold$ Tradi)onal$ Casual$Sophis)cated$ Confident$ A30$ A20$ A10$ 0$ 10$ 20$ 30$ 40$ Pack  Personality  Brand  Personality  
  51. 51. BE  NOTICED,  BE  DIFFERENT,  BE  LIKED  
  52. 52. Copyright  ©2015  The  Nielsen  Company.  Confiden;al  and  proprietary.   52 ZONE % of all CLICKS 1 20% 2 20% 3 15% 4 10% 5 9% 6 9% 7 3% Unassigned 16% % of all consumers DISLIKING / LIKING A 12% 29% B 9% 33% C 6% 25% D 3% 17% E 6% 13% F 3% 16% G 1% 4% 12% 20% EXECUTION  MATTERS   Like  most   Like  least  Image  shown   “The  foot  just  looks  kind  of  tacky  as  it  is.”   “Love  the  graphic—looks  fun  and  casual.”  
  53. 53. Copyright  ©2015  The  Nielsen  Company.  Confiden;al  and  proprietary.   53 EXECUTION  MATTERS   Like  most   Like  least  Image  shown   “The  sun  looks  whimsical  and  unique.”   “The  sun  pops,  and  the  logo  is  nice  and  simple.”  
  54. 54. Copyright  ©2015  The  Nielsen  Company.  Confiden;al  and  proprietary.   54 Copyright  ©2015  The  Nielsen  Company.  Confiden;al  and  proprietary.   ILLUSTRATIONS  GET  A  LOT  OF  ATTENTION  (UNDER  $10)   Clicks   Rank   35%   1st   33%   2nd   30%   1st   22%   2nd   62   46   47   30   Clicks   Rank   79   69   42   53   37   44%   1st   43%   1st   37%   1st   37%   1st  
  55. 55. Copyright  ©2015  The  Nielsen  Company.  Confiden;al  and  proprietary.   55 Copyright  ©2015  The  Nielsen  Company.  Confiden;al  and  proprietary.   ELEMENTS  OF  STRONG  DESIGN  (UNDER  $10)   Design  elements  with  majority  of  consumers  ‘liking.’   79   72   69   62   34   16   11   11   54   53   53   28   20   12  
  56. 56. Copyright  ©2015  The  Nielsen  Company.  Confiden;al  and  proprietary.   56 Copyright  ©2015  The  Nielsen  Company.  Confiden;al  and  proprietary.   A  LOT  TO  LIKE   Bovles  with  the  highest  like  to  dislike  raWos.   $10  -­‐  $20   Over  $20  Under  $10   73% likes 72% likes 72% likes Over  $20   76% likes 73% likes 72% likes 74% likes 74% likes 73% likes
  57. 57. Copyright  ©2015  The  Nielsen  Company.  Confiden;al  and  proprietary.   57 Copyright  ©2015  The  Nielsen  Company.  Confiden;al  and  proprietary.   KEY  TAKEAWAYS   •  Illustra;ons  get  avenWon,  but  it’s  not  always  favorable   •  Bright  designs  get  noWced   •  Black  designs  convey  more  disWnct  personality   •  Each  category  has  unclaimed  personality  traits  =  differenWaWon  opportunity   •  The  high-­‐end  category  is  the  least  differenWated   •  Many  tested  pack  designs  are  undifferen;ated  and  may  be  missing  opportuni;es   to  capitalize  on  specific  brand  equi;es  
  58. 58. THE  BEST  WAY  FORWARD  
  59. 59. Copyright  ©2015  The  Nielsen  Company.  Confiden;al  and  proprietary.   59 Copyright  ©2015  The  Nielsen  Company.  Confiden;al  and  proprietary.   BROAD  EXPLORATION  LEADS  TO  BETTER  DESIGNS   TesWng  more   designs  with   consumers   earlier  in  the   process   increases  the   chances  of   idenWfying  a   truly   impac|ul   design.  
  60. 60. Copyright  ©2015  The  Nielsen  Company.  Confiden;al  and  proprietary.   60 Copyright  ©2015  The  Nielsen  Company.  Confiden;al  and  proprietary.   THE  NIELSEN  DESIGN  SUITE   CATEGORY  AUDIT   Quickly  assess  how  your  current   package  design(s)  are  performing   relaWve  to  key  compeWtors  to   discover  threats  and  opportuniWes   as  well  as  inform  a  higher  quality   design  brief.   DESIGN  NAVIGATOR   ObjecWvely  evaluate  more   package  designs  concepts  much   earlier  in  the  development   process.   By  enabling  broad  creaWve   exploraWon  and  removing   subjecWve  decision  making,   Navigator  helps  brands  idenWfy   bever  designs  faster,  and  more   efficiently,  than  ever  before.       CONSUMER  NEUROSCIENCE   Gauge  consumer  reacWons  to   designs  at  a  subconscious  level  by   uWlizing  EEG  and  eye-­‐tracking   technology  to  capture  implicit,   underlying  percepWons  and   interacWons.   EXPLORATION  BRIEF   SELECTION   REFINEMENT   VALIDATION   PRODUCTION  
  61. 61. To  request  a  full  presenta;on  with  detailed  findings,  contact:   Jessica  Gaedeke   VP,  Nielsen  Innova;on  Prac;ce   jessica.gaedeke@nielsen.com   Steve  Lamoureux   SVP  of  Product  InnovaWon,  Design  SoluWons   steve.lamoureux@nielsen.com   Brian  Lechner   VP,  Group  Client  Director   brian.lechner@nielsen.com  

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