Molson Coors

We work with Molson Coors on a wide range of research projects from helping them to identify consumer language, refine the brand architecture, optimise existing products to identify opportunities for future innovations.

One of our most recent projects focussed on Molson Coors need to update the packaging design for their leading lager brand, Carling. Please refer to the case study below for more information on how we helped them.

Case Study

Background
Molson Coors was concerned that it was losing share to its main lager rivals, especially Fosters. To stem the decline, a positioning shift was required to modernise the pack design as well as unify the design between the cans and the outers, which were very different. The redesign intended to update, rather than radically reposition, the brand for fear of alienating core consumers and jeopardising sales of c£600M.

Packaging needs to fulfil many purposes – stand out on shelf, communicate information and consumer benefits, reinforce brand values, protect the product, be appealing, enable sales and so on. Therefore, a research methodology needs to be holistic in its nature to measure all the (sometimes conflicting) KPIs to inform a robust decision to change a large brand’s packaging design.

So, SPA Future Thinking was approached by Molson Coors to deploy its renowned, and unique, PackPerfect methodology which has been used to successfully re-launch brands in most FMCG categories. It is rare, if not unique, in that sales volumetric forecasting (using our powerful model: “Apollonius”) is used to accurately predict the increase (or decrease) in sales volume and value due to design changes.

  

  

 

 

 


Our Approach
PackPerfect is a methodology that evaluates all the key measures that need to be considered when making a packaging design change. It can be conducted face-to-face in-situ or in-hall, when there is a need for tactile handling of the packs. Or online, where powerful interactive tools can be used, including our high quality 3D interactive rotating tool – this has high appeal amongst Brand Directors who want to see their designs truly represented. The key methodological areas include:

  • Shelf display brand recall, stand-out (‘Flash Testing’), communication and purchase interest.
  • Full diagnostic evaluation of the designs, including the use of ‘HotSpots’ and ‘3D pack rotator’. 
  • Brand equity and emotions mapping.
  • Sales volume estimation.

 

 

 

 

 

 

 

 


 

Key Insights
The research concluded that the desired packaging design change would be a positive enhancer of Carling’s brand equity (more modern, stylish, exciting and proud), shift to desired brand values, achieve higher spontaneous brand recall, as well as increase sales. The new can and outer designs were also significantly closer together on the brand equity multivariate map. The outer was seen to be much better quality and could attain a higher price point.

An insight nugget was also discovered whereby consumers were highly motivated by the “Best of British” messaging. In fact, this insight helped underpin Molson Coors’ successful “Best of British” communication campaign.