Case Study: Corona

Packaging Redesign

Corona Logo

Problem

Corona had a strong heritage with pro gardeners and landscapers but faced challenges translating that brand equity for avid consumer gardeners. How could we get them to choose Corona at retail over better known, less expensive brands?

Insights

While Corona’s line of hand-held garden tools had superior quality, our insights team found that consumers wanted to interact with gardening tools in-store. Though Corona’s packaging screamed, “TRY ME!,” shoppers were apprehensive about opening the package at retail and interacting with the product.

Solution

We gave avid consumer gardeners the experience they wanted by creating a new packaging design that strengthened the Corona messaging and left the tool handles exposed, allowing consumers to easily feel, grip, and test Corona products in-aisle.

The Win

The new Corona packaging led to an important line review victory at home improvement retail, providing Corona with significant increases in distribution, placement, and sell-through to customers.

Services

Research

Creative

Retail

Corona packaging design

23%

POS increase

91%

of consumers chose Corona over the top-selling Fiskars item

92%

of consumers would pick up the product to test its feel.

All Work