Using IRI Social Advantage, IRI’s Media team surfaced targeted conversations surrounding the brand’s package launch using custom indicators such as “Awesomeness” to reveal specific details about consumers’ preferences. The analysis was able to home in on how millennials speak about specific product attributes. The client team found the dialogue about package design of pivotal interest. The dialogue was overlaid with sentiment analysis and cross-referenced with sales and in-store activity to understand what was impacting sales productivity. IRI evaluated the brand and its competitors across these variables and multiple data sets (including point-of-sale, panel and social data feeds) to bring light to the core issues. The analysis uncovered that the recent packaging redesign was the main reason for sales declines. Brand sentiment had skewed negatively.
The packaging was viewed as bland and unoriginal, and the design caused the product to become harder to find on shelves.
Brand affinity, share of “Awesomeness” and retail sales declined while competitors experienced increases.
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