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?
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.
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 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.