Research: The role of secondary packaging on brand awareness

Researchers at Clemson University US investigated if a unique shipping shell/crate design with on-message and product branding (direct colour print onto the shell) increased brand awareness, attention and purchase intent when placed directly onto the retail shelf.
Reusable packaging for 2 L bottles of carbonated soft drink packaged in proprietary reusable shells with a multicolour logo of the major US beverage company was chosen for the study. The results indicate that in-store marketing incorporating a unique secondary packaging may lift brand awareness and increase purchase intent. An article about the research is published in Packaging Technology and Science.
Click here for an abstract of the published article.

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