preventing a costly relaunch misstep
by: Katherine Savage
Sometimes, it doesn’t pay to throw the baby out with the bath water (does it ever?). When a category captain decided to relaunch their packaging, they needed tangible consumer insights to ensure that their message still rang true. The final result? A consumer-approved combination of old and new.
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about the author
Katherine Savage
Katherine is PLAY’s account director and resident packaging expert. She started life as a qualitative specialist before becoming a qual-quant researcher. Her 12 years of experience spans across FMCG, retail, tech, media, financial, auto, social, employer, and B2B: she loves diving into new categories and exploring the forces at play. She’s a fan of setting herself arbitrary goals and trying to complete them like translating the first Harry Potter novel from Portuguese (she hasn’t got to Hogwarts – yet!).
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