Ball Packaging Insights to Innovation

Transcription

1 Ball Packaging Insights to Innovation Jim Peterson Director, Marketing

2 Successful Packaging Innovation Satisfies a Variety of Needs Consumer Need Customer Growth Opportunity Retailer Growth Opportunity! Package Capability Filling Capability

3 Shaping the Future Starting point: Does shape matter? When does shape matter? To whom? What impact does shape have? Most importantly, what shapes generate targeted appeal?

4 Who did we talk to? Five Shop-Alongs and five focus groups were conducted with qualified, professionally recruited consumers defined as the following people-types: Premium Buyers On the Go (participates in 3+ activities/week) Sporty Image-conscious Students Full time moms

5 Shape Groupings Discussion Sample exercise: Respondents shown different white shape groupings to determine immediate emotional associations and other reactions to types of shapes Shapes not drawn to scale (all presented as the same size) and design detail was kept to a minimum

6 Key Insights Shapes that strike a balance between form and function preferred Form without function is unnecessary to their life Function without form is boring or generic This balance is what provides as anchor, creates relevance Shapes that make a decision are recognized as balancing form and function Shapes that stayed true to a basic, more simple aesthetic were preferred Or, forms that celebrated a more ornate single theme held strong appeal with more in the know and/or premium cues Shapes with a single style worked, shapes that mixed elements often garnered an awkward, negative reaction Larger, bulky shapes largely imply a negative type of excess, chores, drudgery, and generate little interest These are highly connected to low involvement product categories (commodities, cleaning fluids, etc.)

7 Key Insights Taller, more elegant shapes represent a timeless grace and appeal More fluid feelings of movement and spirit Represented more aspirational emotions of who respondents want to be Balanced, more proportional shapes were viewed more positively They look grounded, stable Hard edged masculine shapes were less liked overall with more limited, infrequent usage envisioned More rounded, waisted feminine shapes were well liked by both men and women Provided comfort and emotional appeal Hard edged masculine shapes were less liked overall with more limited, infrequent usage envisioned

8 Positive Frame of Reference (FOR) Best liked shapes elicit a positive Frame Of Reference, meaning: Usually a positive reference point that can be tied back to a consumer s life making the shape highly resonant on a personal level A hint of brand promise or potential something that implies an intended experience We ve identified 9 positive frames of reference: - Fun - Functional - Classic - Active - Elegant - Masculine - Feminine/sexy - Strong - Feminine/comfortable

9 Positive Frame of Reference Classic Elegant (If glass) Sexy (feminine) Fun Positive Frame of Reference Comfortable (caretaking) Functional Strong Active Masculine

10 Brand Promise Delivered Through Shape Classic Elegant Fun Functional Excitement, good times, a release, spontaneity Quantity, resilient, stationary, gets the job done A sure thing, quality, control, timelessness, simplicity Vitality, exercise, on the go, convenience, endurance Positive Frame of Reference Badge value, in the know, style, premium, special Positive body occasion affirmation, sensuality, vibrancy Durable, bold, strong, utilitarian Security, calm, comfort, accessibility Strength of character, spirit, sturdiness, willing to take a stand Sexy (feminine) Comfortable (caretaking) Strong Active Masculine

11 Real World Frame of Reference Elegant Classic Sexy (feminine) Fun Comfortable (feminine) Positive Frame of Reference Strong Functional Active Masculine

12 AERGO : Bringing a Caretaking FOR Shape to a Functional Category

13 Shaping Watch Outs Over designed shapes often say trying too hard and elicit skepticism Traditional handled shapes create strong associations with chores/drudgery Imbalanced, looks impractical 2. Shapes that attempt to meld two design elements were consistently found less appealing 7. Fun Functional The best active shapes are those with fluid curves Classic Active Positive Frame of Reference Elegant Masculine Sexy Feminine Comfortable Strong Heavily faceted shapes often seen as pretentious, uncomfortable Shapes that sacrifice function for form are often disregarded To say sexy, hourglass shapes should be fluid and defined Too big and round says frumpy, fat, outdated Hard to make classy given the shape s stereotype

14 Ball Guidelines for Design Leverage FOR to unite occasion, key functional product benefit(s), and target/occasion aspiration Design with (re-)framing intent: Understand that many of the most successful products test/expand boarders of a given category

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