Packaging testing or pack testing is a market research type of study which allows brands to get the right packaging. Getting the pack right is as essential as having a great product. If it doesn’t attract the attention of consumers, they won’t buy it. 

Our Packaging Testing Success Stories


To learn how some of our clients have carried out pack test studies and the results obtained thanks to the strategies implemented based on consumer insights, continue reading:

Case One: Entering a new product category


In the first one, a premium formula milk brand in the child nutrition category decided to enter the children’s cereal category. It had to contend with the leading brand in the category being so well positioned that when the brand carried out a Tracking of consumer habits, they found out that most consumers thought that the competitor’s brand was the actual name of the product. The brand tested several naming and packaging tests including options with images of the baby with the cereals on the packaging. Later, a communication plan was then created and several pretests were carried out to find the most relevant content to include in the communication. During the six months following the launch, the brand continued tracking Brand Awareness and managed to increase the category’s Brand Awareness from 23% to 55%.

Learn all about the complete Success Story by clicking here.

Case two: Wrong Strategy dismissal


In the second case, a food brand specializing in sauces decided to improve the quality of its top-performing product formula, which makes the Board of Directors want to communicate it via the packaging to promote the added value of the brand and increase sales. After performing some pack tests, the company’s Marketing Department explains to the Board that the formula change is of no interest to consumers. The brand completely rules out changing the packaging and adding the “new formula” stamp, which leads to it saving more than €500,000 in reprints and €100,000 in destroying the previous packaging.
Learn all about the complete Success Story by clicking here.

To learn more about Zinklar’s market research Success Stories,
visit our page and learn how we helped world-class brands reach the next level and place the consumer at the center of their organizations.