Soup Packaging Case Study Vision One

Case Studies

Soup Packaging Research

PackProbe - Packaging Research

Introduction

Our client was an iconic soup brand that had suffered from years of inconsistent management and a lack of investment and marketing support. As a result its market share had declined steeply from its historic position as market leader. Specifically the current packaging did not utilise the brand’s unique heritage and its emotional connection with consumers.

Approach

Using our PackProbe method we tested a wide range of packaging solutions ranging from radical new branding solutions to a more traditional approaches.

Recommendation

We were able to identify a clear winner and recommend that the packaging revert back to a design that utilised key branding elements of the brand’s heyday, but also incorporated modern, fresh design features.

Action

The client modified the packaging, incorporating the winning design from the research and relaunched the brand with the new packaging design.

Outcome

The brand has become revitalised and is now experiencing brand growth for the first time in decades.