DALSTON’S
Identifying the the underlying cause of low trial rates
The challenge
The Dalston’s team knew they had an awesome product - their re-purchase rate was way above industry averages.
However, they were struggling to drive trail in a competitive space and had a hunch their current pack design was not communicating their product effectively.
However, before making any permanent changes to messaging or design, they wanted to understand exactly how their cans were being perceived by consumers to identify what needed fixing.
Approach
We ran qualitative pack tests to assess both system 1 (automatic) and system 2 (considered) associations and understanding of the current packaging.
LEONI HOLLAND, HEAD OF MARKETING
“We were so happy with the work - it gave us clarity and confidence on how to move forward with our creative”
Impact
While the current designs were doing a good job at conveying Dalston’s personality and brand attributes, it was doing a poor job of communicating what to expect from the product itself.
Intuitively, the designs were associated with more traditional sugary sodas, creating an expectation of a stronger tasting, sweeter and less healthy liquid.
Given consumers attention is highly selective, these associations were causing consumers who were looking for lower sugar and healthier options to discount or 'filter out' Dalston's before they even considered them.