Use case · Packaging

A protein cookie chooses a pack.

Three concepts, four flavours, 150 shoppers in Bulgaria, Greece and Saudi Arabia. You can rate the concepts first.

Try it

Rate the three concepts.

The same question the shoppers answered.

Would you buy this product?
NoDefinitely
Objectives

Three questions.

Tap one for the answer.

1

Which concept?

Three agency routes, each in four flavours.

78of 100 would buy Concept 3, averaged across flavours. First in Bulgaria and Greece, four points behind Concept 2 in Saudi Arabia. Concepts 1 and 2 scored 75.
2

Which element matters most?

Wrapper, cookie photo, claims, logo, flavour name, gluten-free badge.

+26The cookie photo. Claims +23, flavour name +23, wrapper +18, badge +7, logo +5.
3

What changes for version two?

Concept 3 carries its flavour name in white on foil.

+10Concept 2's dark lettering on Concept 3, averaged across markets. Bulgaria +9, Greece +13, Saudi Arabia +9. All four flavours rose.
Audiences

Who rated them.

150 shoppers, recruited in each market for this study.

50Bulgaria

49 Greece, 51 Saudi Arabia

74women

and 76 men

Men rated the vanilla cookie photo eight points higher than women did.

126of 150

Under 45

27 aged 18 to 24, 63 aged 25 to 34, 36 aged 35 to 44.

1question

"Would you buy this product?"

One pack at a time.

The decision

The decision.

3

Concepts, four flavours each.

FitSpo is a gluten-free protein cookie. The agency delivered a foil wrapper with white lettering and two panel designs with dark type. Each pack was split into six elements, so the concepts could be rated as drawn and each element scored separately.

The three concepts, orange flavour, as the agency drew them.
+26

The cookie photo added the most.

Then the claims and the flavour name at +23 each, the wrapper at +18, the badge at +7 and the logo at +5. A pack with no badge scored the same as a pack with one.

Concept 3 scored highest in Bulgaria and Greece. In Saudi Arabia all three concepts scored over 90, with Concept 2 four points ahead.

+10

Dark lettering on Concept 3.

Concept 3 carried its flavour name in white on foil. Concept 2 used dark lettering on a panel. With the dark lettering, Concept 3 gains ten points on average: nine in Bulgaria, thirteen in Greece, nine in Saudi Arabia.

Below, the highest-scoring option in each layer.

Concept 3, banana, white lettering
Concept 3 as drawn
74
Concept 3, banana, dark lettering
With dark lettering
85
Banana chocolate, all markets. Of 100 shoppers, how many would buy.

Pick a market. Swap any element. The score is the sum of the elements' scores, for comparing one pack with another.

Decision at a glance

In brief.

Decision
Which pack concept to launch in three countries
Options tested
3 concepts × 4 flavours, as 47 pieces in six layers
People
150 shoppers, Bulgaria, Greece and Saudi Arabia, one day
Highest concept
Concept 3, 78 of 100 would buy
Change for version two
Dark lettering, +10 across markets
Decided
Concept 3 with dark lettering, in all three markets

Bring the concepts.

Thirty minutes is enough to plan the study.

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Identity

Decide the logo with the people who'll trust it

Twenty-five candidates to one build.

 Signs and ads

One booth, three best signs

Who stops for the words, who stops for the deal.

 Everything else

Questions we can answer in a day

If it can be shown to a person, we can test it.