Nielsen BASES recently announced the winners of the 2020 Global Nielsen BASES Design Impact Awards, recognizing impactful package redesigns in the consumer packaged goods (CPG) space. Great package design matters, with optimized pack redesigns generating an average of 5.5 percent lift in forecasted revenue. However, impactful success can be hard to achieve as 9 out of 10 redesigns fail to deliver a meaningful sales lift in market. Given how hard-won success in market can be, Nielsen BASES was inspired to celebrate redesigns that had a real and measurable business impact. Over the past four years, the Nielsen BASES Design Impact Awards have recognized packaging changes with proven sales lifts. This year, it announced 12 winners from brands around the world.
“Successful packaging restages can create a meaningful ROI,” said Andrea Fraboni, global lead of Nielsen BASES Design Solutions. “Nielsen BASES Design Impact Awards was created to honor those brands that have elevated packaging in their marketing mix while inspiring other brands to take a deeper look at their packaging designs. “
Nielsen BASES 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, more than 100 CPG brands and their design agencies around the world submitted their best entries for product package redesigns that were successfully launched between Jan. 1, 2017, and Jan. 1, 2019. 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 BASES conducted research among thousands of shoppers to assess how well each redesign worked across the shopper journey.
Twelve winning brands emerged and were recognized for their success working across the full shopper journey. These winners represent a diverse range of business situations across food, beverage alcohol, personal and home care.
Winners of the 2020 Global Nielsen BASES Design Impact Awards:
- HI-CHEW (U.S.; Parent Company: Morinaga America Inc.; Designed By: Morinaga America Inc.)
- 7-Select Kettle Chips (U.S.; Parent Company: 7-Eleven; Design Agency: Equator)
- SlowMag Mg (U.S.; Parent Company: Avrio Health, a subsidiary of Purdue Pharma LP; Design Agency: Walrus)
- Budweiser (U.S.; Parent Company: Anheuser-Busch InBev; Design Agency: Atlason Studio)
- StarKist Tuna Creations (U.S.; StarKist Co.; Design Agency: Marks Brand Design)
- Freshpet Select (U.S.; Parent Company: Freshpet; Design Agency: Pearlfisher)
- Plativolos (Mexico; Parent Company: Grupo Bimbo; Design Agency: Foic Lecanda)
- NIVEA Deodorant (South Africa; Parent Company: Beiersdorf; Designed By: Beiersdorf Consumer Products)
- NIVEA MicellAIR (Brazil; Parent Company: Beiersdorf)
- OREO (China; Parent Company: Mondelēz International; Designed By: Mondelēz International)
- Ryvita Crunchy Rye Breads (United Kingdom; Parent Company: Associated British Foods; Design Agency: Coley Porter Bell)
- Maggi Dry Recipe Mixes (United Kingdom; Parent Company: Nestlé; Designed By: Nestlé)
“All 12 honorees created packaging designs that work across the full shopper journey and that work within the complex realities of packaging,” said Fraboni. “This year’s winners successfully leveraged pack redesigns to better connect with their shoppers across the pack journey to ultimately enhance sales in market.”
Click here for more about the winners.
