BEVAL DESIGN SOLUTIONS:

Opt-In Audit Program

How hard is your packaging design working for you?

Beval Design Solutions:

Opt-In Audit Program

How hard is your packaging design working for you?

Package design is the most critical marketing lever in the beverage alcohol industry—serving as the main driver of trial and often a sole communication vehicle for the product. However, research has shown a huge disparity between the ability for in-market packages to capture and keep consumer attention, as well as missed opportunities for a pack to support the brand's equity.

 

Nielsen's Opt-In Audit measures the strengths and areas of opportunity for in-market beer packaging, providing marketers with a robust understanding of how well the pack design is working for the brand - and if a refresh is warranted.

Package design is the most critical marketing lever in the beverage alcohol industry—serving as the main driver of trial and often a sole communication vehicle for the product. However, research has shown a huge disparity between the ability for in-market packages to capture and keep consumer attention, as well as missed opportunities for a pack to support the brand’s equity.


Nielsen's Opt-In Audit measures the strengths and areas of opportunity for in-market beer packaging, providing marketers with a robust understanding of how well the pack design is working for the brand - and if a refresh is warranted.

The "Opt-In" Offer

Measure the performance of your current designs for a fraction of the price of a custom study. Individual brands can submit their package designs to include in the Opt-In Audit, which will be evaluated among 500 target consumers. Designs will be assessed among a competitive context including category leaders for the topic. The Opt-In results allow you to uncover your pack's strengths and weaknesses, as well as informing a potential redesign.


What You'll Receive

Results will provide a robust understanding of each pack, as well as competition, for key pack functions—ability to standout in a competitive environment, communicate a differentiated personality, and areas of strength or opportunity.


Example deliverables for illustration only


Standout

Relative to my competitors, is my design standing out at shelf?

Strengths & Weaknesses

What are the strengths and weaknesses of my design?

Traits

Are there currently unclaimed traits to be owned?

Personality

Does my design convey the desired personality traits based on brand association?

Take a look at the deadlines to submit for each category type.

Nielsen Innovation Opt-In Audit Program Calendar - 2019

Category Commitment Deadline Results Delivered
February Single Serve, Beer
(16 - 24 oz.)
Sparkling / Champagne
(750 ml)
February 8th Early March
March Vodka and Flavored Vodka
(750 ml)
February 27th Late March
April Hard Cider
(4 or 6 pack)
Hard Kombucha
(4 or 6 pack)
April 4th Early May
May Pinot Noir + Pinot Grigio
(750ml)
Bourbon / Whiskey / Scotch
(750 ml)
May 2nd End of May
June Craft Beer
Sours, Pilsners, IPAs, Wheat, etc.
(4or 6pack)
June 6th Mid July
July Canned Wine
Varietal TBD
Low Alcohol beer under 5% ABV
(4 or 6 pack)
July 9th Mid August
August Craft Beer Variety Packs
(12 Pack)
Flavored Beverages
RTD Spirit, Wine, Malt Based Cocktails, Hard Seltzer, etc.
(4 or 6 pack)
August 8th Mid September
September Gin
(750 ml)
September 5th Mid October
October Tequila / Mezcal
(750 ml)
Rosé
(750 ml)
October 3rd Mid November
November Craft Stouts/ Dark Beer
(4 or 6pack)
November 7th Mid December
February Single Serve, Beer
(16 - 24 oz.)
Sparkling / Champagne
(750 ml)
Commitment Deadline: February 8th
Results Delivered: Early March
March Vodka and Flavored Vodka
(750 ml)
Commitment Deadline: February 27th
Results Delivered: Late March
April Hard Cider
(4 or 6 pack)
Hard Kombucha
(4 or 6 pack)
Commitment Deadline:April 4th
Results Delivered: Early May
May Pinot Noir + Pinot Grigio
(750ml)
Bourbon / Whiskey / Scotch
(750 ml)
Commitment Deadline:May 2nd
Results Delivered: End of May
June Craft Beer
Sours, Pilsners,IPAs,Wheat,etc.
(4or 6pack)
Commitment Deadline:June 6th
Results Delivered: Mid July
July Canned Wine
Varietal TBD
Low Alcohol beer under 5% ABV
(4 or 6 pack)
Commitment Deadline:July 9th
Results Delivered: Mid August
August Craft Beer Variety Packs
(12 Pack)
Flavored Beverages
RTD Spirit, Wine, Malt Based Cocktails, Hard Seltzer,etc.
(4 or 6 pack)
Commitment Deadline:August 8th
Results Delivered: Mid September
September Gin
(750 ml)
Commitment Deadline:September 5th
Results Delivered: Mid October
October Tequila / Mezcal
(750 ml)
Rosé
(750 ml)
Commitment Deadline:October 3rd
Results Delivered: Mid November
November Craft Stouts/ Dark Beer
(4 or 6pack)
Commitment Deadline:November 7th
Results Delivered: Mid December

How does this offer compare to a standard engagement?

Money

Much less expensive than an independently-commissioned study

Manufacturers can benefit from the participation of their peers—making the investment much less for each participant. Investment is $3,000 per brand per package.

Checklist

Nielsen will independently manage the inputs

While in an independently-commissioned study, the client determines the competitive set and personality dimensions tested, in this structure Nielsen manages these aspects. We'd still love to hear your input!

Report

The results will be shared with all companies that participate

The results will be shared with all participants, compared to an independently-commissioned study where the results are confidential to the contracting party.

Discount

Discounts on future Nielsen Design studies

Participating brands will be eligible for discounts on subsequent design research up to 6 months after the Opt-In Audit.

Beer lineup

Take a look at our previous design audits

FAQ

Who can participate?

  • Manufacturers of the current category Opt-In Audit
  • Manufacturers can enroll as many current, in-market designs as they want

What does it cost?

  • The cost to enroll is $3,000 per design; manufacturers can include competitive brands for $1,500
  • This audit has been designed to make packaging research accessible to all sizes of manufacturers. A standard audit using the same methodology begins at $30,000

How are these results helpful?

  • The Opt-In will inform how your pack is performing on both stand out and brand equity, and provides diagnostics to inform a stronger creative brief

Who will see my results?

  • Your results will only be seen by the other manufacturers who enroll in the Opt-In Audit. Additionally, you will receive results on their designs too.

What do I need to provide?

  • Only a high quality image of your product is needed for our team to get started

What is the timeline?

  • Results are delivered about 5 weeks after submission inputs are final

How do I participate or learn more?

  • Email Nielsen Innovation team at Katherine.Reinhardt@nielsen.com for more information

Want to express interest in an upcoming audit to create package designs that win with consumers in aisle?

girls sharing

Contact

Have questions? Contact Kate Reinhardt at: Katherine.Reinhardt@Nielsen.com


Additional Resources