What do consumers really think of your brands look? What about the competition? What makes for great wine packaging? What stands out for each price point as the key drivers to a brands success in recognition and what shapes their consumer's opinions? The Nielsen Company set out to answer many of these questions with their ambitious study that they presented at this year's Wine & Vines Packaging Conference in Napa, CA. Presentors: Steve Lamoureux SVP of Product Innovation, Design Solutions & Brian Lechner VP, Group Client Director for more info as well contact: Jessica Gaedeke VP, Nielsen Innovation Practice jessica.gaedeke@nielsen.com SPONSORED BY: CORK SUPPLY USA This info also shared courtesy of: Jeff Stone Regional Account Manager Vintage 99 Label MFG, Inc. jeffs@vintage99.com

1. SPONSORED BY: CORK SUPPLY USA
Unpacking Package Design:
Best Practices for Winning with Consumers

2. WINE
&
DESIGN
‘EM:
WHY
IS
PACKAGE
DESIGN
SO
IMPORTANT?

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PACKAGE
DESIGN:
A
POWERFUL
MARKETING
LEVER
Only
pack
design:
• Reaches
100%
of
likely
buyers
at
the
first
moment
of
truth
where
50-­‐80%
of
purchase
decisions
are
made
• Requires
a
relaWvely
low
investment
• Embodies
the
brand
and
product
strategy
Package
Design
AdverWsing
Trade
PromoWon
Consumer
PromoWon
Social
Media
Low
Cost
Highly
Strategic
High
Reach

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FACTORS
DRIVING
PACK
IMPORTANCE
MANY
DECISIONS
MADE
AT
SHELF
SOCIAL
PERCEPTIONS
CAN
HELP
GAIN
DISTRIBUTION
SHAPES
BRAND
PERCEPTIONS
CROWDED
CATEGORY

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1.9
3.5
4.3
5.7
-­‐0.1
0.7
1.7
3.1
Overall
CPG
Beer/FMB/Cider
Wine
Spirits
Value
Volume
Source:
Nielsen
Total
U.S.
All
Outlets
(xAOC
+
Liquor
Plus
+
Conv
+
Military);
52
w/e
3-­‐28-­‐2015;
Overall
CPG
thru
3-­‐14-­‐2015
PEOPLE
ARE
DRINKING
BETTER,
BUT
NOT
MORE
Total
Nielsen
Off
Premise
–
Annual
Growth
Rates
+2.7%
+2.5%
+2.3%

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Source:
Nielsen
Total
U.S.
xAOC+Military+Liquor
Plus
(Ex
Conv);
3
years
end
05/23/15
*New
Items
consist
of
items
w/sales
>
$1,000
in
last
2
years
combined,
&
$0
sales
3
years
prior
INNOVATION
&
NEW
PACKAGES
STILL
FUNDAMENTAL
6.6%
4.2%
4.6%
22.3%
12.5%
13.4%
Beer
Wine
Spirits
%
of
Category
Sales
Dollars
%
of
Category
Items
New
Items
in
Beer,
Wine
&
Spirits
(2014)
~3,500
items
~4,200
items
~2,200
items

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17%
36%
24%
22%
$15>
$10-­‐14.99
$6-­‐9.99
$0-­‐5.99
2%
8%
90%
Above
Premium
Premium
Economy
Eq
Volume
Share
of
New
Items
4%
29%
59%
4%
Ultra
Premium
Mid
Value
Source:
Nielsen
custom
AOD
(Beer
Eq
Vol
=
288oz
Case);
Nielsen
custom
AOD
(Eq
Vol
=
9
Liters)
–
CY2014
WINE
INNOVATION
COMING
FROM
ALL
PRICE
TIERS
All
wine
brands
have
to
work
harder
to
get
noWced.
Lower
End
High
End

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Copyright
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proprietary.
Nielsen
AdViews,
PCC
Subgroup
Categories
Beer,
Liquor
and
Wine
January
2012-­‐December
2014
2013-­‐2014
includes
All
Media
Types,
2012
data
excludes
NaWonal
and
Regional
Cinema
due
to
data
availability
WINE
CATEGORY
MEDIA
SPENDING
IS
LOW
Demand
creaWon
largely
rests
on
packaging
and
consumer
response
at
point
of
sale.
$1,237.2
$95.6
$526.0
$1,306.7
$88.3
$627.6
$1,299.6
$90.8
$557.2
Beer
Wine
Liquor
Beverage
Alcohol
Media
3
Year
Trend
of
Spend
$(MM)
2012
2013
2014

9. NIELSEN’S
RESEARCH

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BUILD
BRAND
Strategic
messaging
/
brand
fit
GET
PURCHASED
Consumer
preference
STAND
OUT
Visibility
/
findability
WHICH
“JOBS”
MUST
A
PACKAGE
DESIGN
PERFORM
WELL?

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2700
CONSUMERS
(900
consumers
per
price
Wer)
• Men
and
women
age
21
–
64
• Current
category
buyers
and
primary
decision
maker
Under
$10
$10-­‐20
Over
$20
“AUDITING”
LEADING
CABERNET
SAUVIGNON
DESIGNS
3
PRICE
TIERS
(11-­‐12
select
leading
brands
per
Wer)

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TESTED
DESIGNS:
UNDER
$10

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TESTED
DESIGNS:
$10
-­‐
20

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TESTED
DESIGNS:
$20
AND
UP

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MEASURING
STAND
OUT
Advanced,
webcam-­‐based
eye
tracking
of
the
leading
compeWtors
in
the
category.

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The
Rorschach
Test
of
Design
What’s
the
first
thing
that
comes
to
mind?…
MEASURING
BRAND
EQUITY
(FREE
ASSOCIATION)
Unaided
word
associaWon
exercise
captures
consumer
reacWons
to
packages.
Please
be
as
specific
as
possible
in
answering
the
quesWon
below.
What
words
or
phrases
come
to
mind
when
you
first
look
at
this
package?
First
word
or
phrase:
Second
word
or
phrase:

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Consumers
like
or
dislike
specific
elements,
then
provide
the
“why”
behind
their
reacWons.
UNDO LAST SELECTION
Please
use
up
to
three
sWckers
to
tell
us
what
you
like
MOST
about
the
package.
When
you
are
done
making
your
selec;ons,
if
any,
click
the
next
arrow.
Would
you
like
to
tell
us
why
you
selected
this?
DIAGNOSTICS

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Woodbridge
Cavit
Beringer
Fetzer
Smoking-Loon
Bogle
Columbia-Crest
Mirassou
Barefoot
Cupcake
Yellow-Tail
Fancy-Pants -27
-21
-15
-9
-3
3
9
15
21
27
33
39
Traditional Trustworthy Premium Sophisticated Confident Bold Distinctive Sexy Innovative Fun Approachable Casual
Which
of
these
would
you
MOST
describe
as
sexy?
UNDO LAST SELECTION
“Most”
and
“least”
selecWon
by
consumers
on
a
variety
of
personality
traits.
MEASURING
BRAND
EQUITY
(COMPETITIVE
CONTEXT)

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Fun$
Innova)ve$Trustw
orthy$Approachable$
Sexy$
Dis)nc)ve$
Prem
ium
$
Bold$
Tradi)onal$
Casual$Sophis)cated$
Confident$
A30$
A20$
A10$
0$
10$
20$
30$
40$
Pack
Personality
Brand
Personality
Which
of
these
would
you
MOST
describe
as
sexy?
UNDO LAST SELECTION
Which
of
these
would
you
MOST
describe
as
sexy?
UNDO LAST SELECTION
Barefoot
Beringer
Cavit
Columbia
Crest
Cupcake
Fancy
Pants
Fetzer
Smoking
Loon
Yellow
Tail
Mirassou
Bogle
Woodbridge
MEASURING
BRAND
EQUITY
(PACK’S
IMPACT
ON
BRAND)
Half
of
consumers
evaluate
brand
names
on
personality
traits
prior
to
seeing
any
designs,
while
the
other
half
only
react
to
the
package
designs.
Results
are
compared
to
provide
insight
into
the
package
design’s
impact
on
brand.

20. THE
FIRST
HURDLE:
CALLING
ATTENTION

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Shelf
context
sWmuli
consists
of
randomized
placement
of
all
packs
with
equalized
share
of
space
WHO’S
GETTING
NOTICED?
(UNDER
$10)
45%
81
48%
49%
50%
51%
52%
55%
92
99
100
102
103
107
111
40%
7.1%
81
85
6.8%
7.4%
89
7.7%
92
8.2%
98
8.3%
100
8.6%
103
8.8%
106
10.7%
128
9.1%
109
9.2%
110
VISIBILITY:
Percent
of
consumers
looking
at
the
design
in
the
first
4
seconds
SHARE
of
ATTENTION:
Percent
of
Wme
the
consumer
spends
on
each
design
in
the
first
7
seconds

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WHO’S
GETTING
NOTICED?
($10-­‐20)
59
53%
56%
61%
64%
55%
102
107
118
123
144
31%
6.1%
54
67
4.9%
6.9%
76
7.3%
80
8.2%
90
9.8%
108
10.1%
111
10.9%
119
12.5%
138
11.1%
122
12.3%
135
VISIBILITY:
Percent
of
consumers
looking
at
the
design
in
the
first
4
seconds
SHARE
of
ATTENTION:
Percent
of
Wme
the
consumer
spends
on
each
design
in
the
first
7
seconds
50%
96
47%
91
53%
80

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WHO’S
GETTING
NOTICED?
(OVER
$20)
64
49%
54%
56%
60%
100
112
117
125
45%
59
5.4%
6.4%
70
7.1%
78
7.3%
80
8.9%
98
9.9%
109
10.7%
118
13.6%
150
11.6%
127
11.9%
131
VISIBILITY:
Percent
of
consumers
looking
at
the
design
in
the
first
4
seconds
SHARE
of
ATTENTION:
Percent
of
Wme
the
consumer
spends
on
each
design
in
the
first
7
seconds
44%
92
46%
96
49%
85

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ATTENTION-­‐GETTING
FACTORS
Under
$10
$10
-­‐
$20
Over
$20
Color
✪
✪
✪
✪
✪
✪
Shape
✪
✪
✪
✪
✪
Contrast
✪
✪
✪
✪
✪
Contrarian
✪
✪
✪
✪
✪

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ATTENTION-­‐HOLDING
FACTORS
Under
$10
$10
-­‐
$20
Over
$20
Color
✪
✪
✪
✪
✪
Symmetry
✪
✪
✪
✪
✪
✪
✪
✪
✪
Intrigue
✪
✪
✪
✪
✪
✪
✪

26. TO
INFLUENCE
CONSUMER
PREFERENCE,
BE
DIFFERENTIATED
IN
A
RELEVANT
WAY

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DIFFERENTIATION
Why
does
it
maver
Uniqueness
+
Relevance
…
Preference
Name
Design
Form
ExecuWon
Personality
PosiWvity
AspiraWonal
InspiraWonal
ReflecWon
of
self
Expression
of
self
Beauty
Purchase
Trial
Evoked
set
Favorite

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DIFFERENTIATION
CHALLENGES
The
Innovator’s
Dilemma
for
established
brands:
• Have
the
power
of
reputaWon
and
greater
markeWng
support,
but
there
is
risk
in
deparWng
from
heritage
branding
and
design
Livle
fame
but
more
freedom
for
new
entrants:
• No
established
equity
to
draw
on,
but
capable
of
trying
more
bold/
differenWaWng
direcWons

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• In
a
free
associaWon
exercise,
consumers
assign
characterisWcs
to
specific
package
designs
• This
word
cloud
represents
the
frequency
of
associaWons
consumers
have
across
all
the
tested
designs
BASELINE
CATEGORY
ASSOCIATIONS
(UNDER
$10)

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Category
Cloud
PACK
ASSOCIATIONS
(ESTABLISHED,
CONSERVATIVE
BRAND)
Pack
Cloud

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PACK
ASSOCIATIONS
(ESTABLISHED,
CONSERVATIVE
BRAND)
OVER
INDEXING
WORDS
UNDER
INDEXING
WORDS
• In
line
with
category
• Clean,
structured
label
• Only
modest
overstatement
of
country
and
valley
oaks
• More
likely
to
be
characterized
as
plain
and
simple

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DIFFERENTIATED
ASSOCIATIONS
(NEWER
BRAND)
• Playful,
sweet-­‐
themed
response
from
consumers
• The
clear
break
from
tradiWonal,
classic
bovle
design
resonates
posiWvely
OVER
INDEXING
WORDS
UNDER
INDEXING
WORDS

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Fancy
Pants
is
a
an
especially
provocaWve
and
whimsical
design
in
the
category,
evoking
the
most
disWnct
associaWve
response
from
wine
consumers.
Completely
absent
are
any
menWon
of
the
common
words
tradiWonal,
classic,
or
clean.
Clearly,
consumers
get
the
brand’s
wink.
A
QUESTION
OF
CHARACTER
(UNDER
$10)
Can
you
guess
which
wine
evoked
this
free
associaWon
word
cloud?
OVER
INDEXING
WORDS
UNDER
INDEXING
WORDS

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The
Prisoner
is
a
stark
departure
from
its
category
peers.
It’s
no
surprise
that
the
words
tradiWonal
and
classic
were
absent
from
consumer
associaWons.
The
design’s
color
and
content
evoke
associaWons
with
darkness.
It
provokes
both
interest
and
confusion.
Can
you
guess
which
wine
evoked
this
free
associaWon
word
cloud?
.
A
QUESTION
OF
CHARACTER
(OVER
$20)
OVER
INDEXING
WORDS
UNDER
INDEXING
WORDS

35. CHARACTER-­‐BASED
DIFFERENTIATION

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TESTED
BRAND
PERSONALITIES

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.86
.79
.80
.85
.84
.78
.98
.88
.77
.73
.86
.50
.49
.87
PERSONALITY
CORRELATIONS

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PERSONALITY
BLENDS
InnovaWve
&
Bold
SophisWcated
Fun

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PERSONALITY
BLENDS
InnovaWve
Casual
Fun

40. IDENTIFYING
DIFFERENTIATION
OPPORTUNITIES

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41
LEAST
MOST
$10
-­‐
$20
LEAST
MOST
Over
$20
Under
$10
LEAST
MOST

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42
LEAST
MOST
$10
-­‐
$20
LEAST
MOST
Over
$20
Under
$10
LEAST
MOST

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and
proprietary.
43
LEAST
MOST
$10
-­‐
$20
LEAST
MOST
Over
$20
Under
$10
LEAST
MOST

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and
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Copyright
©2015
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Company.
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and
proprietary.
BOUNDARY-­‐PUSHING
DESIGNS
Most
Least
Most
Least
Most
Least
Under
$10
$10
-­‐
20
Over
$20

45. 45
Copyright
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and
proprietary.
Several
key
personality
dimensions
aren’t
“owned”
by
any
of
the
tested
designs.
OPPORTUNITY
SPACES:
UNCLAIMED
PERSONALITIES
Under
$10
$10
-­‐
$20
Over
$20

46. Copyright
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and
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Copyright
©2015
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Company.
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and
proprietary.
Based
on
thresholds
of
a
net
vote
of
12%
or
more
on
any
personality
dimension
or
5
point
difference
from
category
aggregate
associaWons
MIDDLE
OF
THE
PACK
Half
the
tested
packs
did
not
achieve
a
notable
personality
or
associaWon
disWncWon.
Under
$10
$10
-­‐
$20
Over
$20

47. DESIGN
CAN
REINFORCE
OR
EVOLVE
BRAND
PERCEPTIONS

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and
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Copyright
©2015
The
Nielsen
Company.
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and
proprietary.
BRAND
AND
PACK
IN
PERFECT
HARMONY
Chateau
Ste.
Michelle’s
pack
closely
reflects
its
brand
personality
and
is
helping
to
promote
a
more
disWncWve
brand
percepWon.
Fun$
Innova)ve$Trustw
orthy$Approachable$
Sexy$
Dis)nc)ve$
Prem
ium
$
Bold$
Tradi)onal$
Casual$Sophis)cated$
Confident$
A30$
A20$
A10$
0$
10$
20$
30$
40$
Pack
Personality
Brand
Personality

49. Copyright
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Company.
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and
proprietary.
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Copyright
©2015
The
Nielsen
Company.
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and
proprietary.
THE
EVOLUTION
OF
BERINGER
The
Beringer
name
is
over
130
years
old.
A
recent
redesign
aimed
to
“modernize”
the
brand
without
compromising
other
posiWve
brand
equiWes.
Launching
2015

50. Copyright
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Company.
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and
proprietary.
50
Copyright
©2015
The
Nielsen
Company.
Confiden;al
and
proprietary.
CHANGE
CAN
BE
GOOD
Beringer’s
bovle
design
presents
a
subtle
evoluWon
of
a
dominant
brand
with
a
soyening
of
its
tradi1onal
percepWons
and
elevaWon
of
bold
and
sexy.
Fun$
Innova)ve$Trustw
orthy$Approachable$
Sexy$
Dis)nc)ve$
Prem
ium
$
Bold$
Tradi)onal$
Casual$Sophis)cated$
Confident$
A30$
A20$
A10$
0$
10$
20$
30$
40$
Pack
Personality
Brand
Personality

51. BE
NOTICED,
BE
DIFFERENT,
BE
LIKED

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and
proprietary.
52
ZONE
% of all
CLICKS
1 20%
2 20%
3 15%
4 10%
5 9%
6 9%
7 3%
Unassigned 16%
% of all consumers
DISLIKING / LIKING
A 12% 29%
B 9% 33%
C 6% 25%
D 3% 17%
E 6% 13%
F 3% 16%
G 1% 4%
12% 20%
EXECUTION
MATTERS
Like
most
Like
least
Image
shown
“The
foot
just
looks
kind
of
tacky
as
it
is.”
“Love
the
graphic—looks
fun
and
casual.”

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and
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53
EXECUTION
MATTERS
Like
most
Like
least
Image
shown
“The
sun
looks
whimsical
and
unique.”
“The
sun
pops,
and
the
logo
is
nice
and
simple.”

54. Copyright
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Company.
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and
proprietary.
54
Copyright
©2015
The
Nielsen
Company.
Confiden;al
and
proprietary.
ILLUSTRATIONS
GET
A
LOT
OF
ATTENTION
(UNDER
$10)
Clicks
Rank
35%
1st
33%
2nd
30%
1st
22%
2nd
62
46
47
30
Clicks
Rank
79
69
42
53
37
44%
1st
43%
1st
37%
1st
37%
1st

55. Copyright
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Company.
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and
proprietary.
55
Copyright
©2015
The
Nielsen
Company.
Confiden;al
and
proprietary.
ELEMENTS
OF
STRONG
DESIGN
(UNDER
$10)
Design
elements
with
majority
of
consumers
‘liking.’
79
72
69
62
34
16
11
11
54
53
53
28
20
12

56. Copyright
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Company.
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and
proprietary.
56
Copyright
©2015
The
Nielsen
Company.
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and
proprietary.
A
LOT
TO
LIKE
Bovles
with
the
highest
like
to
dislike
raWos.
$10
-­‐
$20
Over
$20
Under
$10
73% likes
72% likes
72% likes
Over
$20
76% likes
73% likes
72% likes 74% likes
74% likes
73% likes

57. Copyright
©2015
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Company.
Confiden;al
and
proprietary.
57
Copyright
©2015
The
Nielsen
Company.
Confiden;al
and
proprietary.
KEY
TAKEAWAYS
• Illustra;ons
get
avenWon,
but
it’s
not
always
favorable
• Bright
designs
get
noWced
• Black
designs
convey
more
disWnct
personality
• Each
category
has
unclaimed
personality
traits
=
differenWaWon
opportunity
• The
high-­‐end
category
is
the
least
differenWated
• Many
tested
pack
designs
are
undifferen;ated
and
may
be
missing
opportuni;es
to
capitalize
on
specific
brand
equi;es

58. THE
BEST
WAY
FORWARD

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and
proprietary.
59
Copyright
©2015
The
Nielsen
Company.
Confiden;al
and
proprietary.
BROAD
EXPLORATION
LEADS
TO
BETTER
DESIGNS
TesWng
more
designs
with
consumers
earlier
in
the
process
increases
the
chances
of
idenWfying
a
truly
impac|ul
design.

60. Copyright
©2015
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and
proprietary.
60
Copyright
©2015
The
Nielsen
Company.
Confiden;al
and
proprietary.
THE
NIELSEN
DESIGN
SUITE
CATEGORY
AUDIT
Quickly
assess
how
your
current
package
design(s)
are
performing
relaWve
to
key
compeWtors
to
discover
threats
and
opportuniWes
as
well
as
inform
a
higher
quality
design
brief.
DESIGN
NAVIGATOR
ObjecWvely
evaluate
more
package
designs
concepts
much
earlier
in
the
development
process.
By
enabling
broad
creaWve
exploraWon
and
removing
subjecWve
decision
making,
Navigator
helps
brands
idenWfy
bever
designs
faster,
and
more
efficiently,
than
ever
before.
CONSUMER
NEUROSCIENCE
Gauge
consumer
reacWons
to
designs
at
a
subconscious
level
by
uWlizing
EEG
and
eye-­‐tracking
technology
to
capture
implicit,
underlying
percepWons
and
interacWons.
EXPLORATION
BRIEF
SELECTION
REFINEMENT
VALIDATION
PRODUCTION

61. To
request
a
full
presenta;on
with
detailed
findings,
contact:
Jessica
Gaedeke
VP,
Nielsen
Innova;on
Prac;ce
jessica.gaedeke@nielsen.com
Steve
Lamoureux
SVP
of
Product
InnovaWon,
Design
SoluWons
steve.lamoureux@nielsen.com
Brian
Lechner
VP,
Group
Client
Director
brian.lechner@nielsen.com