Whiskas, AirWick & Colgate cited as examples of ‘dark horse’ packaging success
Consumer research company Nielsen has highlighted the overlooked impact of strong packaging design on sales with a look at 11 of the most successful product launches from an analysis of 9,900 items over the past two years.
Its ‘Breakthrough Innovation Report’ found that the likes of Colgate, AirWick and Whiskas each generated a minimum of £7.5m in sales in the 12 months after launch and maintained at least 90% of that figure the following year.
This follows findings that 60% of consumer decision making happens at the store shelf – with 56% of European consumers citing in-store discovery as one of their main conduits for discovering new products.
Ben Schubert from Nielsen’s Innovation Practice in Europe and co-author of the report, said: “Package design is the dark horse of the marketing world. It receives little attention compared to other marketing disciplines, and its impact tends to be vastly underestimated. Back-to-basics marketing such as how essential it is to stand out at the shelf has become slightly lost due to marketers’ increasing focus on where to advertise in a media-saturated world.”
The most eye-catching effort logged came from Russian beer brand Gold Mine which created a bottle that appeared like a freshly poured glass of beer, a look which proved irresistible to consumers.
Previous Nielsen studies have outlined best practice in live social TV measurement and branded content best practice.
Parent Company, Product
Reckitt Benckisser, AirWick Pure
Procter & Gamble, AZ Complete
The Coca-Cola Company, Finley
Colgate, Colgate Defi Zero Carie
Eti, Sut Burger
Progress, FrutoNyanya Na Progulku
Efes Rus, Gold Mine Beer Zhivoe
Melitta, Mein Café
Pladis, O’lala Sufle
Zott, Zott Sahne Joghurt Mascarponne Duett