{CARBONATED SOFT DRINKS | B2C | UK, SPAIN, USA, MEXICO, JAPAN}
BUSINESS OBJECTIVE
The Technical Consumer Research team in collaboration with the Global Packaging team wanted to define the visual and experiential codes of ‘premium’ within the carbonated soft drinks category, with a focus on informing future 3D packaging design strategy across all consumption occasions. The end objective was to create a comprehensive design manual that would guide brands in embodying premiumness through their packaging.
Multiple phases of
in-depth consumer understanding...
Designed and carried out a comprehensive multi-stage consumer research approach, utilising ethnographic research and design workshops, in the UK, USA, Spain, Mexico and Japan.
Conceptual Profiling: Conducted ethnographic studies in-home and out-of-home to understand how consumers perceive and define “premium” in general, in the context of carbonated soft drinks, and in the context of packaging.
Experience Mapping: Mapped the consumer in-home and out-of-home experience in the context of carbonated soft drinks to identify key moments of truth and touchpoints that influence perceptions of “premium”.
Packaging Journey: Used ethnographic insights to define the role and impact of primary and secondary packaging across all consumption occasions, from shelf to disposal.
Design Analysis: Held consumer workshops to analyse different packaging formats and design executions, identifying which 3D structural elements best communicate premium qualities across all human senses.
Design & Prototyping: Collaborated with designers and the client’s packaging team to develop a controlled set of packaging prototypes, based on the hierarchy of design features defined in the previous phases of the work.
Prototype Testing: Facilitated consumer workshops to assess the prototypes, validating our “premium” design hypotheses and consolidating the hierarchy of “premium” features.
Design Manual: Created a detailed guidebook to ensure consistent application of premium packaging elements across brands.
Schweppes to benefit first...
The first commercial application of this research was seen in Schweppes Tonic Water. The new packaging design reflected the premium codes established during the project, resulting in a refreshed product that resonated with consumers’ desire for a high-end experience within the carbonated soft drinks category.
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