Objective

As part of its largest design overhaul in over a decade, Birds Eye set out to optimize packaging across its portfolio. The goal was to make products easier for shoppers to locate in the freezer aisle, increase on-shelf stand-out and attract more shoppers to the category. 

Challenges

  • Frozen aisles are visually crowded environments where shoppers make fast decisions. 
  • Birds Eye needed to ensure its new pack designs would cut through competing products, clearly communicate key information and outperform previous designs on shelf. 
  • The team also required robust, data-driven evidence to support design decisions and demonstrate category leadership with retail partners. 

Method

While launching a new global campaign, the team of Hansaplast, Elastoplast and CURITAS used Dragonfly AI’s Studio to analyze their PoS (point of sale) brand relaunch campaign materials.

One of the most crucial elements of the brand’s relaunch was to ensure that their “Bacteria Shield seal” was front and center of the visual hierarchy. Beiersdorf Health Care wanted to make the message crystal clear that their Bacteria Shield “blocks 99% of bacteria.”

Dragonfly AI provided Hansaplast, Elastoplast and CURITAS’ team with key metrics that helped them create structured visuals. The tool enabled the company to position in sequence its products so that their logo, shield, and headlines stand out.

With this information, the team was able to optimize their campaigns in their Global HQ. Then, they sent their optimized products to adapt for their local audience. Backed by predictive visual analytics, these metrics and data could skillfully remove the subjectivity around colors, style, and product positioning.

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Results

Hansaplast, Elastoplast and CURITAS had improvements across their workflow, the most notable include:

chart-mixed-up-circle-currency-1 Business impact

Removing subjectivity from the decision-making process across multiple stakeholders

Optimizing product packaging to generate maximum results

The brand relaunched with the bacteria shield seal in a position of optimal visual saliency

Standardization of the primary elements of brand relaunch campaign guidelines
“Dragonfly AI’s technology is so sophisticated in that it removed any demographic, language, or cultural barriers when analyzing our brand relaunch campaign assets. This reassured us when having data-led decisions to know that these decisions can be applied on a global scale. This provided us with important direction when designing the material and it made it much easier to show our global and local stakeholders why we made certain choices for the brand relaunch campaign and its material”.
Robert Hasselman | Global Shopper & Customer Marketing Manager