Package Design on Center Stage around the World
By CPGmatters Staff
The real and measurable business value of outstanding package design was the spirit behind the 2019 Nielsen Design Impact Awards. Ten winning brands from around the world recently were recognized for successful package redesigns in the consumer packaged goods (CPG) space.
The winners were:
- Alpura (Mexico; Parent Company: Alpura; Design Agency: Foic Lecanda)
- Arawana Oil (China; Parent Company: Yihai Kerry; Design Agency: Dongdao Creative Branding Group and Posher Design)
- MAQ (South Africa; Parent Company: Bliss Brands; Design Agency: Fountainhead)
- Playboy Deodorants (South Africa; Parent Company: Amka Products; Design Agency: Sainsbury Design)
- Prestígio (Brazil; Parent Company: Nestle; Design Agency: DBA B+G)
- Satis! (Brazil; Parent Company: Ajinomoto do Brazil; Design Agency: Arcwwbrasil)
- ice! (U.S.; Parent Company: Walgreens; Design Agency: Soulsight)
- M&M’S (U.S.; Parent Company: Mars Wrigley Confectionery; Designed by: Mars Wrigley Confectionery)
- Icelandic Provisions Skyr (U.S.; Parent Company: Icelandic Provisions; Design Agency: Moxie Sozo)
- Hess Select (U.S.; Parent Company: The Hess Collection Winery; Designer: Michael McDermott).
“Great package design can be found in every market, yet it rarely gets the recognition it deserves,” said Kyle McKinley, VP of Nielsen BASES Design Solutions. “We created the Nielsen Design Impact Awards to honor brands that are elevating the role of packaging in the marketing mix, bringing light to the tremendous contribution effective package design brings to a brand’s bottom line.”
Moving beyond engaging aesthetics, Nielsen broke new ground in 2016 by creating the first U.S. package design award to leverage retail performance data as part of the winner identification process. This year, hundreds of CPG brands and their design agencies submitted their best entries for product package redesigns that were successfully launched between Jan. 1, 2016, and Jan. 1, 2018.
Nielsen reviewed in-market performance of all submissions using Nielsen’s Retail Measurement Sales data, identifying brands that experienced a demonstrable increase in retail dollar sales and units during the year that followed the redesign launch. Complementing sales data, Nielsen also conducted a survey of thousands of consumers to assess how well each redesign addressed its core communication objectives and to gauge purchase preference for the new packages over the old ones.
The winning brands emerged and were recognized for leveraging both the art and science of design within the global CPG space. These winners represent a diverse range of business situations across food, beverage alcohol, personal and home care.
"Brands around the world are designing with change in mind. Across all 10 honorees we saw common themes that bridged their redesign success,” McKinley said. “Brands who are winning with design are designing with a hyper focus on the ebbs and flows occurring within the business and consumer landscape. They are leaning into design to stretch beyond a category norm, using design to address white space or leveraging design to respond to shifts in consumer preferences and behavior whether that’s the growth of health and wellness, increasing screen time or changing retail platforms. Ultimately, this year’s winners were best in class at creatively using their pack redesign as the vehicle to effectively address the evolving needs of today’s consumer.”
Over the past three years, the Nielsen Design Impact Award has gained distinction and prestige within the design community for underscoring the very real and measurable business value of outstanding package design. Building on the success of these awards within the U.S. market, this year Nielsen opened the award entry door to include global submissions.