Lucy works a lot and has 4 kids at home. She consistently feels as though she is playing catch-up with home chores. When she doesn’t have time - especially during the week - to do deep cleans around the house, she often turns to air-freshening as a way to feel at-ease and accomplished.
She is not brand-loyal, but lately has been drawn to Soupline because of the friendly shape of the bottle and the immersive graphics and colors.
Samuel has two cats at home whom he adores. He has an active friend group that gathers a few times each week to cook and play board games together. The cooking smells and the dreaded odor from the litter boxes make Samuel embarrassed when he hosts these gatherings. He seeks air-freshening products to make his space welcoming to guests.
When he is shopping for air care products, he recognizes Febreze from commercial and trusts its formula, however the packaging seems industrial and makes him feel like his odor problem is something heavy duty...yikes.
A number of research methods, both digital and in-person, were employed to assess the new package in comparison with the current (control). Highly favored competitive products were also factored in. Results from the eye-tracking and value-perception assessments are below. All tests proved statistically significant uplift in key metrics such as purchase intent, brand recognition, and scent awareness vs current package and vs competition.
Awarded Top 10 Package Re-stage in EU by internal review committee, for pack's ability to generate emotional response from consumers, enable superior graphics and scent communication, and modernization of the asset without disrupting brand equity.
