Using bold color to deliver confidence.
Context
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In 2019, Playtex conducted benchmarking research to understand visual equities and opportunities to feed the design brief.
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PackFlash® was used to validate the new options to identify the strongest design to meet the team’s objectives.
Learning
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The updated design leverages existing equities and new bold, vibrant colors.
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The design improved visibility, delivery of Playtex’s active positioning and created a greater sense of loyalty among users (via improved sales).
Growth Outcome
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The new design launched in early 2020; while COVID created challenges for the entire category, Playtex has since rebounded and even gained additional distribution.
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Sales have increased 25% vs last year and Playtex® Sport® is now the #2 tampon brand in the US.
This case study and many more are featured in our e-book, "The Power of Packaging."