Vitamins
Preventing Confusion in Sustainability Packaging Initiative With PackFlash®
CONTEXT
A leading vitamin manufacturer was committed to reducing its carbon by removing the secondary packaging.
The company wanted to ensure that the change would not negatively affect shopper behavior related to findability or breakthrough at shelf in the category.
Before undertaking an expensive change, PackFlash® helped understand what would happen if the manufacturer placed the current primary bottle as is on shelf.
LEARNING
Our research revealed the smaller footprint of the bottle created a visibility barrier and purchase dropped.
We also discovered that ‘in hand,’ the bottle’s smaller label didn’t communicate the product’s benefits as clearly as a larger box.
When reviewing the bottle on shelf, shoppers perceived the product to be lower quality.
GROWTH OUTCOME
The brand needed to do more to mitigate any at-shelf barriers before launching the vitamin product without secondary packaging, saving them from a potential loss in sales.
