11/20/2020 | Press release | Distributed by Public on 11/21/2020 12:55
Chicago, IL - Nov. 20, 2020 - Today, Nielsen BASES formally 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% 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, we're excited to announce 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, over one hundred 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*:
Fraboni adds, 'All 12 honorees created packaging designs that work across the full shopper journey and that work within the complex realities of packaging . This year's winners successfully leveraged pack redesigns to better connect with their shoppers across the pack journey to ultimately enhance sales in market.'
*All products and company names are trademarks of their respective holders. No affiliation or endorsement is expressed or implied.