CASE STUDY - FMCG COMPANY
A global FMCG company utilized AI to streamline packaging design optimisation. By customising the ACE Pack tool and incorporating neuroscience insights, they enabled fast and iterative evaluation of designs throughout the development process. This approach saved time and costs while providing brand teams with competitive advantages. Early-stage testing facilitated quick optimisation, resulting in strong correlations with in-market sales uplift. Objective AI feedback reduced reliance on intuition and accelerated the development cycle, shortening time to market.
Streamlining packaging design optimization throughout the process
Challenge
The design of product packaging is crucial for winning sales, both offline and online. Numerous factors contribute to packaging success, including attracting shoppers' attention on the shelf, strong branding, and facilitating easy navigation within the brand block. Additionally, packaging should be easily understandable for quick decision-making. However, conducting consumer research for packaging design, especially when analysing attention, is slow and expensive. As a result, teams typically test only 1-3 design alternatives at the end of the process. A global FMCG company aimed to leverage AI for a fast, iterative evaluation of packaging designs throughout the development process, including shelf context analysis.
Solution
We customised our ACE Pack tool to meet their specific needs, incorporating insights from neuroscience and the client's best practices. After evaluating the AI results using their data, we implemented the tool for all their product categories worldwide.
Impact
The swift and cost-effective analysis of packaging design provides brand teams across the globe with a competitive advantage while saving time and money. They can now test the effectiveness of their packaging during the early stages of development, receiving instant feedback on strengths and weaknesses to facilitate quick optimisation. In-market sales uplift from their relaunches exhibited a strong correlation of over 80% with the AI results. The objective feedback reduces lengthy discussions based on intuition, accelerates the process and thereby shortens the development cycle and time to market.
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