Soup Packaging Case Study Vision One

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Soup Packaging Research

PackProbe - Packaging Research


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.


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


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.


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


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