Understanding people around the world to create new global packaging.
15th November 2023
Walnut Unlimited
Understanding people around the world to create new global packaging.
We know that around the world, different colours and images have different meaning and impact. Therefore, Cadbury tasked us to find out how they could move Cadbury Dairy Milk’s brand personality into a new territory that would work across the globe, while ensuring this global consistency did not come at the detriment of local nuances.
Combining our qualitative and cutting edge quantitative approaches and expertise we used a multi-faceted research approach. Immersing ourselves in the key global markets, speaking to people meant we could advise Mondelez on the best packaging design to deliver the desired personality change, retain a consistent core theme and allow for local range variation – without negatively impacting the emotional bond, thereby keeping the brand love!
Everyone was really happy with the outcome. Having one supplier conduct both stages of research was invaluable and the qual and quant teams worked very well together to paint a complete picture. Both teams were involved in the learnings at every stage of the research and it added a huge amount of value to the overall process. We would definitely do this again.
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