Business Critical Issue

Mars Wrigley was on a redesign journey for its global flagship brands – Orbit, Extra, Freedent, and Yida.

The primary goal of the research study was to determine the most effective new packaging visual identity to enhance the brand’s success.

Predictive Solution

Designs were tested across four countries using Behaviorally’s PackFlash®  in digitally recreated store environments.

This approach quantified the benefits and barriers of pack performance by measuring purchase behavior and communication effectiveness. Through this process, we identified a globally effective pack design that resonated with consumers at the shelf.

Key performance metrics included capturing attention, driving purchase conversion, and enhancing navigation efficiency.

Growth Outcomes

To further strengthen the design route, Behaviorally made some additional recommendations based on the research insights. These included enhancing visual elements to better communicate ‘freshness,’ such as making the leaf visual more prominent.

The new packaging, once launched will contribute to the brand’s growth in market.

“Behaviorally brought clarity and confidence to our pack testing journey, distilling layers of shopper data into a sharp, strategic narrative that resonated across the business. Their expertise turned complexity into conviction — aligning stakeholders, accelerating decisions, and giving us the confidence to move forward with real precision.”

- Oliver Lee, Global Creative Insights Manager, Mars