{CARBONATED SOFT DRINKS | B2C | UK, GERMANY, ROMANIA}
BUSINESS OBJECTIVE
The Technical Consumer Research team in Germany wanted to understand consumer preferences among a range of new Sprite flavours, define the core technical and sensory attributes for the product, and also create guidelines for renovating 2D packaging design. The goal was to ensure both the product and packaging aligned with consumer expectations and brand identity.
A comprehensive qualitative study on semiotics, flavours and communication...
Designed and delivered a comprehensive qualitative approach in the UK, Germany and Romania, blending consumer insights with semiotics and design research to deliver actionable product and packaging guidelines for performance optimisation:
Conceptual Profiling: Led consumer workshops to explore flavour preferences and perceptions, helping to shape product development.
Preference Mapping: Mapped consumer preferences to identify which flavour profiles resonated most across different markets.
Product Prototype Testing: Tested product prototypes, ensuring both taste and sensory attributes were aligned with expectations.
2D Design Analysis: Evaluated packaging design concepts, ensuring that the new visual identity communicated the product’s appeal effectively.
Product & Design Optimisation Guidelines: Developed clear, actionable guidelines for optimising both product attributes and 2D packaging design, ensuring consistency and market relevance.
New flavours, refreshed look...
Several new flavours were successfully launched, tailored to local market preferences. Additionally, a unified 2D packaging identity was rolled out globally, providing consistent visual branding while adapting to regional flavour profiles.
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