NEW YORK, July 24, 2019 /PRNewswire/ -- Today, Nielsen
(NYSE: NLSN) announced the global winners of the 2019 Nielsen
Design Impact Awards, recognizing successful package redesigns in
the consumer packaged goods (CPG) space. Over the past three years,
the Nielsen Design Impact Award has gained distinction and prestige
within the design community for underscoring the very real and
measurable business value of outstanding package design. Building
on the success of these awards within the U.S. market, this year,
Nielsen opened the award entry door to include global submissions,
netting 10 winning brands from around the world.
"Great package design can be found in every market, yet it
rarely gets the recognition it deserves," said Kyle McKinley, VP of Nielsen BASES Design
Solutions. "We created the Nielsen Design Impact Awards to honor
brands that are elevating the role of packaging in the marketing
mix, bringing light to the tremendous contribution effective
package design brings to a brand's bottom line."
Moving beyond engaging esthetics, Nielsen broke new ground in
2016 by creating the first U.S. package design award to leverage
retail performance data as part of the winner identification
process. This year, hundreds of CPG brands and their design
agencies submitted their best entries for product package redesigns
that were successfully launched between Jan.
1, 2016, and Jan. 1, 2018.
Nielsen reviewed in-market performance of all submissions using
Nielsen's Retail Measurement Sales data, identifying brands that
experienced a demonstrable increase in retail dollar sales and
units during the year that followed the redesign launch.
Complementing sales data, Nielsen also conducted a survey of
thousands of consumers to assess how well each redesign addressed
its core communication objectives and to gauge purchase preference
for the new packages over the old ones.
Ten winning brands emerged and were recognized for leveraging
both the art and science of design within the global CPG space.
These winners represent a diverse range of business situations
across food, beverage alcohol, personal and home care.
THE GLOBAL WINNERS OF THE 2019 NIELSEN DESIGN IMPACT
AWARDS*:
- Nice! (U.S.; Parent Company: Walgreens; Design Agency:
Soulsight)
- M&M'S (U.S.; Parent Company: Mars Wrigley
Confectionery; Designed by: Mars Wrigley Confectionery)
- Icelandic Provisions™ Skyr (U.S.; Parent
Company: Icelandic Provisions™; Design Agency: Moxie
Sozo)
- Hess Select (U.S.; Parent Company: The Hess Collection
Winery; Designer: Michael
McDermott)
- Alpura (Mexico; Parent
Company: Alpura; Design Agency: Foic Lecanda)
- Arawana Oil (China;
Parent Company: Yihai Kerry; Design
Agency: Dongdao Creative Branding Group and Posher Design)
- MAQ (South Africa;
Parent Company: Bliss Brands; Design Agency: Fountainhead)
- Playboy Deodorants (South
Africa; Parent Company: Amka Products; Design Agency:
Sainsbury Design)
- Prestígio (Brazil;
Parent Company: Nestle; Design Agency: DBA B+G)
- Satis! (Brazil; Parent
Company: Ajinomoto do Brazil;
Design Agency: Arcwwbrasil)
McKinley adds, "Brands around the world are designing with
change in mind. Across all 10 honorees we saw common themes that
bridged their redesign success. Brands who are winning with design
are designing with a hyperfocus on the ebbs and flows occurring
within the business and consumer landscape. They are leaning into
design to stretch beyond a category norm, using design to address
white space or leveraging design to respond to shifts in consumer
preferences and behavior whether that's the growth of health and
wellness, increasing screen time or changing retail platforms.
Ultimately, this year's winners were best in class at creatively
using their pack redesign as the vehicle to effectively address the
evolving needs of today's consumer."
Learn more about package design testing, the Nielsen Design
Impact Awards, the methodology used to assess each submission and
access in-depth stories from this year's winners.
*All products and company names are trademarks of their
respective holders. No affiliation or endorsement is expressed or
implied.
ABOUT NIELSEN
Nielsen Holdings plc (NYSE: NLSN) is a
global measurement and data analytics company that provides the
most complete and trusted view available of consumers and markets
worldwide. Our approach marries proprietary Nielsen data with other
data sources to help clients around the world understand what's
happening now, what's happening next, and how to best act on this
knowledge. For more than 90 years Nielsen has provided data and
analytics based on scientific rigor and innovation, continually
developing new ways to answer the most important questions facing
the media, advertising, retail and fast-moving consumer goods
industries. An S&P 500 company, Nielsen has operations in over
100 countries, covering more than 90% of the world's population.
For more information, visit www.nielsen.com.
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SOURCE Nielsen