Brand Packaging

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For years, Driscoll’s sold its fresh berries in clamshells that bore a label in the upper corner with traditional yellow and green colors. The label had the same shape no matter what type of berry and included an image of a famer picking a mélange of berries. The logo appeared in straight, sans-serif font.

Younger, on-the-go Millennials and Gen-Zers are snacking more and relying on convenience channels to buy all kinds of snacks when they’re hungry.

Crowdsourcing has replaced focus groups, an executive recently declared in a New York Times article titled “Crowdsourcing to Get Ideas, and Perhaps Save Money.” The executive happens to have a vested interest in proclaiming the death of the focus group. His company, UberTesting, offers access to consumers who are willing to be recorded remotely as they try out products and navigate through websites. However, he has a point.

Weight Watchers wanted its new product—the market’s first all-natural water enhancer—to truly stand out in the $1 billion water flavoring category.

Capturing product and consumer information is easy, but the challenge lies in analyzing it for insights.