Client story DeOleo
Based on previous research, deOleo identified an urgent need to improve the pack design for Carbonell. Among consumers, the benefits of the Carbonell product range were not always understood. The new pack design was intended to clearly communicate the purpose of usage, both in hot (cooking, roasting) and cold (salads, dressings) applications. Furthermore, the new design needed to ensure visibility and stand out on the shelf.
We recommended a monadic, virtual store survey to evaluate the performance of the current pack design against two alternative designs using our virtual shelf methodology, Simstore. Evaluation of the new packs was based on actual purchase (share of choice), stand-out (find-ability) on the shelf and questions about the brand fit of the new designs (brand promise, values, positioning and brand essence). The study demonstrated that there was no risk associated with launching the new designs. The Simstore results predicted that both new designs would achieve at least the same market share as the existing packs. We also found that communication of the application as well as visibility could be improved.
Based on the research, deOleo was able to optimize the labels of the preferred new design before launching. The introduction of the new Carbonell design has been positively received by both retail partners and consumers. There has been an increase in sales and both brand visibility and recognition (in terms of purpose of usage and application) have been improved.
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