The Need
Our client, a global premium wine company, was facing significant cost increases for the bottle packaging for one of its brands, in the wake of widespread rising manufacturing costs. This particular brand is one of the UK’s bestselling wines, known for its unique and quirky story and packaging design. Before making the switch, our client needed to understand the impact of changing the bottle to a more cost effective alternative to ensure there wouldn’t be a negative impact on sales.
Our Approach
To be able to test the two prototype bottles against the current bottle, Opinium set up an shelf lab test mocking up 3 wines shelves to mimic a leading supermarket display. Each of the 3 shelves displayed a different bottle, surrounded by 75 other competitor bottles. 150 participants took part in the research across a number of days, each participant shopped 1 of the 3 shelves and put the wines they would like to buy in a basket. This allowed us to explore whether bottle type had any affect on purchasing. Once participants had selected their choices, a 5 minute interview took place to discuss their selection. We then revealed all 3 bottle options, to gather design appeal thoughts and general perceptions on bottle preference.
The Outcome
By employing a spontaneous element to the research, coupled with a deep dive on consumer perceptions when shown all 3 bottles together our client was able to make a confident decision on how they proceed going forward with the brand bottle design.
