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