Package Design - December 2013 - 6

FRONT PANEL

Winning the Vodka War
Study shows package design plays a vital role in consumer perception
and shelf impact.

G

lobal marketing technology company Affinnova, Inc. has conducted a package design audit,
specifically for the vodka industry. The
results confirmed the importance of
package design in this category, especially noting that up-and-coming brands
Belvedere and Pinnacle are leveraging
bold package designs to gain market
share, while attracting more consumer
attention than older brands Smirnoff
and Stolichnaya.
"Design remains one of the most
underleveraged assets a company has in
launching and maintaining a successful
brand," says Waleed Al-Atraqchi, president and CEO of Affinnova. "As advertising becomes increasingly fragmented
and has less impact on consumers,
packaging must work harder to build
brand equity and drive purchases.
Advanced marketers need to monitor
how package design is impacting shelf
presence and consumer perception and
respond accordingly, much in the same
way they actively measure and adjust
other aspects of their marketing
performance."
Affinnova obtained the results
through its Design Audit technology,
which measures package design impact
on consumer perception across a wide

6

DECEMBER 2013



Package Design - December 2013

Table of Contents for the Digital Edition of Package Design - December 2013

Package Design - December 2013
Contents
Editor's Letter
Front Panel
Snapshots
Fulfilling a Tropical Fantasy
Say You, Say Me
Design Tech Products: Digital Printing and Finishing
Star Rising
Product Focus: Prototyping
Datebook
Index of Advertisers
Field Notes
Package Design - December 2013 - Intro
Package Design - December 2013 - BB1
Package Design - December 2013 - BB2
Package Design - December 2013 - Package Design - December 2013
Package Design - December 2013 - Cover2
Package Design - December 2013 - 1
Package Design - December 2013 - Contents
Package Design - December 2013 - 3
Package Design - December 2013 - Editor's Letter
Package Design - December 2013 - 5
Package Design - December 2013 - Front Panel
Package Design - December 2013 - 7
Package Design - December 2013 - 8
Package Design - December 2013 - 9
Package Design - December 2013 - Snapshots
Package Design - December 2013 - 11
Package Design - December 2013 - 12
Package Design - December 2013 - 13
Package Design - December 2013 - Fulfilling a Tropical Fantasy
Package Design - December 2013 - 15
Package Design - December 2013 - Say You, Say Me
Package Design - December 2013 - 17
Package Design - December 2013 - Design Tech Products: Digital Printing and Finishing
Package Design - December 2013 - 19
Package Design - December 2013 - 20
Package Design - December 2013 - 21
Package Design - December 2013 - Star Rising
Package Design - December 2013 - 23
Package Design - December 2013 - 24
Package Design - December 2013 - Product Focus: Prototyping
Package Design - December 2013 - 26
Package Design - December 2013 - 27
Package Design - December 2013 - 28
Package Design - December 2013 - 29
Package Design - December 2013 - 30
Package Design - December 2013 - Index of Advertisers
Package Design - December 2013 - Field Notes
Package Design - December 2013 - Cover3
Package Design - December 2013 - Cover4
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