As a part of a total brand relaunch, I led the effort to update our NA packaging to reflect new positioning and global brand guides. Research and development to define the change and transition was done over a period of three years to align with the launch of a new variant and business cadence. Key to the changes was understanding and maintaining our core equities, while better reflecting our positioning in a modern and unified way.
The execution successfully helped the brand hold share during packaging rollover period in Q1, and deliver a 4.7% net sales growth in 2019. Other key improvements with the packaging design:
• Findability at shelf improved nearly +1 second.
• Simplified brand mark captures attention at shelf with 43% higher engagement.
• Color bands significantly improve distinction between variants with 89% of shoppers recognizing 2 variants at shelf.
• Not only retained existing loyalists of Viva but increased the number of loyal buyers by +3% post launch
