Good advertising can make or break a brand. For beverage alcohol brands that don’t benefit from big advertising budgets, however, creative that gets consumers to notice (and purchase) a product can be a big challenge. Still, while traditional or emerging forms of media may be out of reach for smaller brands, there is one form of “advertising” that is crucial for every industry participant: package design.
Packaging is often the last form of advertising that the consumer sees when making their purchase decision. When done right, it represents an opportunity to stand out at the shelf and drive trial. Fortunately, there are way to quantify its effectiveness with consumers and optimize package design and sales results. In this report, we highlight best practices for creating packaging that resonates with consumers.
Whiskey buyers rated these package design attributes as most influential in getting their attention.