Summary
Targeted feedback
Deep dive into specific age groups (millennials vs. Gen-Z)
Direction confidence
Team were able to proceed rapidly with finalising their design concepts
Quick results
Consumer feedback within 24 hours to support decision making
The Client
Ever since its founding, Grin Natural has been a trailblazer in eco-friendly and innovative oral care. Embracing innovation and shaking things up from day one, they’ve been changing the game in dental hygiene with their suite of planet-friendly toothpaste, brushes and best-selling floss picks (#1 in New Zealand Grocery).
The Challenge
Grin did what most brands often find themselves wishing they did with hindsight - getting an early read on a wide variety of concept and design ideas to ensure they were headed in the right direction. It also ensure they could provide incremental growth within their category. When that potential new direction is a brave one (and all FMCG marketers can agree that anything involving new packaging is!), then testing early before you start making large investments is critical.
The Approach
To ensure that their NPD would create incremental growth within their floss category, Grin tested their NPD concepts vs. their existing best-selling products. With the goal of emphasising that their NPD products and packaging design would capture a new consumer to the floss category (Gen-Z) rather than re-targeting or cannabilising on their existing SKUs.
By filtering through the responses depending on age group (millennials vs. Gen-Z) they confidently concluded that their NPD concepts hit the nail on the head and would excite a new customer!
The Result
Testing early meant they could get a steer on which creative direction was preferred among current and potential future buyers to better inform their pack design creative decisions.
What really stood out was how conclusive the results became, especially when filtering on current buyers vs. potential new consumers, giving them confidence to make the right calls for their next steps.
The results made their next steps clear as day, and provided them with the confidence they were now heading in the right direction.
The team were able to proceed rapidly with finalising their design concepts, and minimise the time consuming task of team members having to pester their friends and family for their thoughts!
With these results, Grin could confidently proceed with NPD, and the reassurance that they’ll continue to bring incremental growth within the floss pick category and uniquely serve a new consumer.
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