Consumers weren’t stopping for Primo water in stores. In fact, they were overlooking Primo’s brand as a whole. They needed a consumer-wide appeal within stores, and more importantly, they needed to increase their shopability across the line.
SFW’s insights team compiled consumer research that yielded a important information that would help communicate the benefits of buying cleaner, healthier Primo water. From that information, we could convey Primo’s new positioning through both rational and emotional messaging.
The initial goal was to capture the shopper’s attention, plain and simple. So, we introduced a packaging color that stood in stark contrast to similar products in-aisle. In addition to the new color, the design would be developed through ethnographic research and confirmed through quantitative research. In other words, our team talked to real people and cross-checked our findings with a data driven approach. To meet our goal, the final design would have to catch the eye, better communicate key features of Primo water, drive connectivity to Primo exchange and refill water programs, and better visualize and inspire the consumer to picture the product in their home.
As a result, there was a national roll out of the brand new Primo packaging in Walmart. Soon, we’ll be rolling out the packaging in Lowe's, too.