Affinnova reveals bottle design trumps taste in vodka brand war
Study shows package design plays vital role in consumer perception and shelf impact
Affinnova, Inc. (www.affinnova.com), a global marketing technology company that dramatically improves innovation and marketing success rates, today released its first Package Design Audit, illustrating the importance of package design, specifically in the vodka industry. Results showed that up and coming brands Belvedere and Pinnacle are leveraging bold and unique package designs to gain market share, while attracting more consumer attention than older brands Smirnoff and Stolichnaya.
"Design remains one of the most underleveraged assets a company has in launching and maintaining a successful brand,” says Waleed Al-Atraqchi, president and CEO of Affinnova. “As advertising becomes increasingly fragmented and has less impact on consumers, packaging must work harder to build brand equity and drive purchases. Advanced marketers need to monitor how package design is impacting shelf presence and consumer perception and respond accordingly, much in the same way they actively measure and adjust other aspects of their marketing performance.”