Campbells soup
In 2010 Campbells soup used an understanding of how the visual elements on their pack
Category: Mini Case Studies
The form (shape, colour and label) of a product provides information to the shopper around suitability.
A products form (shape, colour and label) communicates information to shoppers more quickly than the
Shoppers are drawn to packaging elements that cause the greatest contrast
……. not what is biggest or on top. A great example of using contrast to highlight
Shoppers recognise products using colour and shape
Some examples of colour and shapes that you might be familiar with are: • The
Bodywash
Background – Insight Hand & Body cleansing has one of the highest basket penetrations of
Feminine Hygiene
Background – Insight The Feminine Hygiene category carries with it the stigma of embarrassment, and
Over The Counter Medicines
Background – Insight People often visit Pharmacies when they suffer an ailment, as a result,
Health & Beauty
Background Health & Beauty is one of the most profitable departments in the store. Insight
Beauty Department at Carrefour
Background Carrefour wanted to rejuvenate their hypermarkets with the Carrefour Planet concept. Insight Beauty Shopping is
Baby Department at Carrefour
Background Carrefour wanted to rejuvenate their hypermarkets with the Carrefour Planet concept. Insight The Arrival
Pickles
Background Pickles were not growing. Insight About 80 percent of pickles consumed in American homes
Chewing Gum
Background To understand how customers shop for chewing gum at checkout. To determine optimum merchandising and in-store communication strategies to increase
McDonalds
Background Understand what shoppers look at whilst ordering a meal in a McDonalds restaurant. Insight The majority
Crayola
Background Crayola’s analysis of CAS and its retail presentation found that “stopability” and “shopability” were
Campbells Soup
Background The shopper tells us that Soup is the 2nd most difficult category to shop
Aisle Of Man
Background P&G says sections dedicated to men’s products offer convenience for shopping-averse males: They can
Fabric Care
Background The majority of consumers do not use a fabric care routine. Insight You invest
Knorr Meal Solutions
Background Not available. Insight People have limited time to make dinner but still want to
Paper Towels
Background Bounty as a brand that had a real challenge sustaining its relevance in a
Gain Laundry
Background To capitalize on the equity of Gain laundry detergent’s distinctive scent, P&G wanted to
Hills Pet Food
Background More traditional grocery retailers are meeting the demand for natural products by creating Natural
Yoghurts
Background Dannon research shows that 93% of people like shopping for yogurt and 64% enjoy
Vitaminwater
Background None available Insight Moms look for simple ways to get better nutrition throughout the
Clorox Disenfectant Wipes
Background Seven of ten consumers (70%) believe that disinfecting surfaces can keep their families healthier, but
Walgreens
Background After undertaking a training program to get all 17,000-odd pharmacists certified to administer vaccinations,
Johnnie Walker
Background Limited Edition’ is a key purchase driver within travel retail. Insight Shoppers believe that
Safeways Shelf Labeling
Background According to nutritionists, consumers are flooded with nutrition information and can get confused about
Quaker Oats
Background 41% of all shoppers visit the breakfast aisle — the fifth highest percentage for
Philips Grooming
Background Bring clarity to a poorly understood category, retain leadership against competitors, increase sales in
Nestle Water Pure Life
Background Leverage the claimed superior taste profile of the product Vs its competitors, and the
Ice Cream Cups
Background Nestle wanted to increase the purchase of ice cream as a snack. Insight Light
Lottery Tickets
Background The lottery company wanted recommendations for the location, format and content of POSM Insight Lottery
Philadelphia Spread
Background Philadelphia was predominantly used as a spread. Penetration and frequency were not growing. However,
McCormick Herbs & Spices
Background 90% of a H&S shoppers buy their protein first. To expand H&S usage, more cooking
Wilkinson Sword
Background: As a challenger brand its hard to grow share. Insight: The concern around buying
Innocent Juices
Background In 2012 household penetration of ready to drink smoothies had still not recovered to the pre-2008
Gillette fusion
Background Manufacturer and retailer profits in the shaving category are typically derived more from the
Fabreeze Home Collections
Background If a shopper wants to purchase premium air-care products like decorative candles or diffusers,
Together For A Better Summer
Background: Shopper thinking identified that long drinks are not associated with summer occasions at home
The Spirits Shopper
Background: Only 10% of shoppers enter the spirits aisle, and 71% of them are men
Back to School at Asda
Background: Mums want: ‐ shopping to be easier & more pleasurable ‐ absolute transparency ‐
Sainburys InStore Value Communication
Background: Sainsbury’s existing ‘value’ point-of-sale did not stand out or achieve cut-through. As a result,
LEGO DIGITAL BOX
Good example of helping the shopper visualise what the product inside looks like. http://www.youtube.com/watch?v=mUuVvY4c4-A
Digital Display of clothes
The shopper selects the clothes, and then a screen shows a model wearing them. Overcomes
Urbanears Scratch Poster
Innovating with posters to create something that people can interact with; very good for experiential
Purex’s ‘Shock and Awe’ at Walmart
Good Path to Purchase execution from Purex to boost basket penetration of fabric softener at
Kraft E-shopper Execution
Kraft e-shopper execution that connects the smart phone with POSM to suggest recipes and product
Hellmann\’s Recipe Cart
Changing shopper behaviour by marketing from the trolley to the main shop mission. Good example
The Coca Cola Bag Bottle
Good case study from El Salvador where Coke innovated with packaging to remove a
Coke Zero
BACKGROUND Interpret the core creative idea “The improbable made possible” into a Shopper expression to
Cadbury
BACKGROUND Cadbury Dairy Milk is targeting female grocery shoppers in the UK with a push
McCains Potatoes
BACKGROUND McCain Foods has used smell to market its new Ready Baked Jackets line of
Kellogg\’s Crunchy Nut Corn Flakes
BACKGROUND Cereal brand Crunchy Nut has opted out of a TVC approach for its new
Oreo Biscuits
INFORMATION Shoppers are not loyal to biscuit brands and purchase 2-3 brands on each mission