Case Study
Turin Masterpieces
|
Business Critical Issue Mars aimed to evaluate the performance of its Turin Gift Boxes in Mexico, focusing on how new packaging designs compared with the current version and competitors in a real-world purchase context. The objective was to understand packaging appeal, consumer preference, and market reception to drive sales and enhance brand relevance. |
Predictive Solution A PackFlash® study was conducted with premium chocolate buyers, supplemented by qualitative interviews. Two new packaging designs were tested alongside the current packaging and two competitors. Both test designs matched current performance on key metrics but each offered unique advantages:
However, both designs lacked clarity on internal contents, with consumers recommending enhanced flavor imagery and visibility. |
Growth Outcomes Both designs showed the potential for Mars to modernize the Turin brand and to enhance gifting appeal. Additionally, Behaviorally recommended optimizations including clearer content descriptions and more engaging visual elements. Alejandro Emmerth, Global Senior Manager Brand Strategy and Integrated Planning at Mars Wrigley said: “Following Behaviorally’s packaging research, we felt confident in the direction we were taking to deliver an enhanced experience in chocolate gifting for our consumers.” |
|
“We know people grow attached to the brands they love just as they are - but at the same time, they expect those brands to evolve and adapt as their lifestyles change. It's a delicate balance, and we can’t rely on guesswork when making changes that affect how consumers perceive our brands. Behaviorally has been a vital partner in helping us assess the risks and implications of evolving our visual identity — ensuring our brands remain relevant, recognisable, and loved by everyone.” - Alejandro Emmerth, Global Senior Manager Brand Strategy and Integrated Planning, |
Existing Turin Gift Box that Mars Wrigley is looking to modernize. |
