Ten Green Bottles

Testing Heineken’s iconic Packaging with their latest product development.

The Challenge

In the process of rebranding their Orchard Thieves line of cider, Heineken required research to evaluate a range of new packing design options. Insights from this research would be used to help identify the most suitable design route to be used for further development.

Research Approach

Vision One used a quantitative approach for this project – in the form of an online survey incorporating our specialist PackProbe approach. Interviews were conducted amongst a robust sample of target market respondents, (non-rejectors of cider), who were shown the various candidate designs across three different formats – cans, bottles and cases.

Research Findings

The insight from our research showed that one packaging design was the most consistently successful across a number of PackProbe’s key metrics, which include Fluency, Clarity, Impact, Fascination & Design.

Action

The findings provided Heineken with the necessary insights to be able to continue development and refine the packaging design prior to the new branding roll out.