Use Case
ACT Anticavity Mouthwash
Category Competitive Intelligence to Inform a Redesign
SCENARIO
Competitive intelligence in the mouthwash segment helped inform best practices for a redesign initiative.
Behaviorally tested multiple SKUs, including ACT’s Mouthwash, which was hypothesized to have overarching quality and relevance halos given its “clean look and feel”.
LEARNINGS
- Flash.AI™ revealed the design delivered benefits in the top-tier – likely stemming from prominent branding, clear copy callouts, and category-relevant flavor visual and color cues.
- However, the main barrier was gaining visual attention at shelf, both in terms of how quickly it was seen and if it was being seen overall.
RECOMMENDATION
Further drive visibility for clear/dye-free offerings in order to communicate benefits and ultimately urge buying.
Consider utilizing “border treatments” around the label, which may provide visual contrast vs. the “background” of a clear structure/liquid combination (believed to be contributing to lower visibility tiering).
