Package Design - January/February 2015 - 37

Paul Chibe
former chief marketing ofﬁcer
at Anheuser-Busch/Inbev

Kristina Dermody
president, brand,
for ARYZTA, La Brea Bakery
and Otis Spunkmeyer

PD: How do you isolate the value of a package design from the rest of a marketing
campaign? Can you separate package
design's contribution from the rest of a
marketing campaign?
Chibe: From a purist sense, it is likely difficult in
marketing mix analysis to discern the impact of
pack design on marketing driven base or incremental volume. However, one should be able to
get a sense of the impact of design from research.
I believe the best way to isolate the value of
package design is to look at how the design drives
purchase intent and drives the desired brand
equities. Quantitative research should be able to
confirm if package design is a driver of purchase
intent. Also one should know, from the particular
category they are competing, what brand equities
they want to drive through the package design.

Peter Clarke
CEO and founder,
Product Ventures

Clarke: This can be possible in certain scenarios. In the case of a package redesign, the
value of design can be isolated by not augmenting advertising and promotional spend to coincide with the launch. This will allow you to
definitively know that any sales lift can be attributed to the packaging itself as that was the only
factor that changed. In the case of a new product
or packaging launch, this is trickier as there is no
existing benchmark. In this case, the better perspective is to give packaging the best chance for
success by integrating it fully into the marketing
campaign. While isolating packaging's value may
not be perfectly achievable, you can make packaging of value to the consumer by leveraging it
more fully in your marketing efforts.
Dermody: Yes, packaging design can be
measured separately if it is part of a functional

Rob Wallace
president, Best of Breed
Branding Consortium

design that would generate a change of behavior
in the consumer.
de Vlam: It's possible. But as much as I am a
total package design proponent, in fast moving
consumer goods (FMCG), there are so many
dynamics at play that can make a good design
underperform, and a bad, dated design overperform. For instance, an in-store placement,
such as an end cap, can do wonders for pushing
purchases versus being lost and invisible on the
bottom shelf.
Research has shown that shoppers do not
separate the product from the packaging instore. The packaging conveys the brand identity
and product benefits as such and embodies the
value proposition at the closest touch point to
the act of purchasing.
Wallace: There is a window of opportunity

PACKAGEDESIGNMAG.COM

37

Package Design - January/February 2015

Table of Contents for the Digital Edition of Package Design - January/February 2015

Package Design - January/February 2015
Table of Contents
Editor’s Letter
Front Panel
Snapshots
Real World Academy
Clear Vision
Delivering Design ROI
Male Call
Branding 4.0
Product Focus: Experiential Packaging
Index of Advertisers
Field Notes: Premium for Plastic
Package Design - January/February 2015 - Intro
Package Design - January/February 2015 - BB1
Package Design - January/February 2015 - BB2
Package Design - January/February 2015 - Package Design - January/February 2015
Package Design - January/February 2015 - Cover2
Package Design - January/February 2015 - 1
Package Design - January/February 2015 - Table of Contents
Package Design - January/February 2015 - 3
Package Design - January/February 2015 - Editor’s Letter
Package Design - January/February 2015 - 5
Package Design - January/February 2015 - Front Panel
Package Design - January/February 2015 - 7
Package Design - January/February 2015 - 8
Package Design - January/February 2015 - 9
Package Design - January/February 2015 - 10
Package Design - January/February 2015 - Snapshots
Package Design - January/February 2015 - 12
Package Design - January/February 2015 - Real World Academy
Package Design - January/February 2015 - 14
Package Design - January/February 2015 - 15
Package Design - January/February 2015 - 16
Package Design - January/February 2015 - 17
Package Design - January/February 2015 - 18
Package Design - January/February 2015 - 19
Package Design - January/February 2015 - 20
Package Design - January/February 2015 - 21
Package Design - January/February 2015 - 22
Package Design - January/February 2015 - 23
Package Design - January/February 2015 - 24
Package Design - January/February 2015 - 25
Package Design - January/February 2015 - 26
Package Design - January/February 2015 - 27
Package Design - January/February 2015 - 28
Package Design - January/February 2015 - 29
Package Design - January/February 2015 - 30
Package Design - January/February 2015 - 31
Package Design - January/February 2015 - Clear Vision
Package Design - January/February 2015 - 33
Package Design - January/February 2015 - 34
Package Design - January/February 2015 - 35
Package Design - January/February 2015 - Delivering Design ROI
Package Design - January/February 2015 - 37
Package Design - January/February 2015 - 38
Package Design - January/February 2015 - 39
Package Design - January/February 2015 - 40
Package Design - January/February 2015 - 41
Package Design - January/February 2015 - 42
Package Design - January/February 2015 - 43
Package Design - January/February 2015 - Male Call
Package Design - January/February 2015 - 45
Package Design - January/February 2015 - 46
Package Design - January/February 2015 - 47
Package Design - January/February 2015 - 48
Package Design - January/February 2015 - 49
Package Design - January/February 2015 - Branding 4.0
Package Design - January/February 2015 - 51
Package Design - January/February 2015 - 52
Package Design - January/February 2015 - 53
Package Design - January/February 2015 - 54
Package Design - January/February 2015 - 55
Package Design - January/February 2015 - Product Focus: Experiential Packaging
Package Design - January/February 2015 - 57
Package Design - January/February 2015 - 58
Package Design - January/February 2015 - Index of Advertisers
Package Design - January/February 2015 - Field Notes: Premium for Plastic
Package Design - January/February 2015 - Cover3
Package Design - January/February 2015 - Cover4
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