Use Case
The Gutsy Captain
Predicting New Pack Design Performance Against Competitors with AI Image Recognition
SCENARIO
European Kombucha brand, The GUTsy Captain, has launched a zero-sugar and zero-calorie range, tapping into the consumer looking for healthier and low-sugar drinks.
Internally, the challenge was “to broaden the appeal of the category with innovative NPD and ensure consumers reach for Kombucha intuitively”.
LEARNINGS
- Flash.AI™ revealed that the pack designs deliver strong perceptions in terms of taste, quality, and trust.
- The logical viewing pathway and clear color-coding facilitate shopping ease.
- Attention at point-of-sale is going to be a challenge (a common failing of NPD launches) and, more notably, that the pack has to better justify its unit-price premium.
RECOMMENDATION
Enhance the visibility of the pack, as it is likely to be fighting against taller bottled competitors – giving the brandmark further presence may help.
Amplify the communication of the brand’s unique positioning and benefits.
