Challenge

This market-leading dairy producer chose the UK and US to undertake its global, packaging innovation project.  Its aim was to dramatically cut material costs whilst at the same time delivering a real step change in the customer’s experience – from store to table.

Brandspeak was asked to identify a short list of packaging development initiatives / themes that would then be developed in 4 regional centres globally

Approach

The project kicked off with 2 client immersion workshops in the US and UK involving research, brand, advertising and technical personnel.  Stimulus material included packaging from around the world.

At the same time, a UK and US consumer panels completed a month-long online diary, documenting their ongoing packaging usage, needs and issues.  

Subsequently, focus groups and ethnography were used to evaluate individual packaging issues (in store, in fridge, in preparation, in disposal) in greater depth, after which a final round of quantification was undertaken.

Findings were presented in London, followed by a client workshop run by Brandspeak to ensure consensus was reached on the candidate ideas for development

Outcome

That shortlist of potential packaging innovations was subsequently endorsed by the client’s Marketing Board and is undergoing technical development in US and Europe.  Consumer trials are expected to start in the UK early in 2017 was subsequently endorsed by the client’s Marketing Board and is undergoing technical development in US and Europe.  Consumer trials are expected to start in the UK early in 2017