Creature Comforts Brewing Company Uses Data-Driven Packaging to Boost Brand Awareness
Creature Comforts Brewing Company, a craft brewery based in Athens, Ga., designed and launched its new Bigger Dreams Hazy IPA brand using industry-leading biometric research from Package InSight by Quad. Just four weeks after its launch, Bigger Dreams became the number-one new craft beer brand in Georgia, based on in-store scan data from retail research firm Circana.
Founded in 2014, Creature Comforts Brewing sought to address the perennial marketing problem of differentiation by taking a business-savvy approach to packaging. The brewing company partnered with global marketing experience company Quad and packaging researchers on its Package InSight team for an interactive study that tested original packaging for Bigger Dreams against a design based on quantitative and qualitative data. Package InSight experts used biometric testing and gathered real-world feedback from consumers to assess the packaging design’s effectiveness in actual shopping environments.