Affinnova analyzed the packaging of brands in the water enhancer, energy drink, flavored sparkling water, flavored-enhanced water and sparkling fruit juice categories. The designs were measured on their ability to grab and hold consumers’ attention, strengthen consumer brand perceptions and increase purchases.

“A number of studies have pointed to the fact that traditional marketing levers like advertising are having less of an impact on influencing consumer purchasing and determining a brand’s market share,” explains Mike Black, vice president, marketing and communications at Affinnova. “Our hypothesis was the package design might be playing a stronger role because it can drive trial and capture consumer interest right at shelf, at the moment of purchase. The theory proved true. In looking at a number of beverage categories, we found the brands with the most advertising and best distribution weren’t the ones gaining market share; the brands gaining share were the ones with the strongest package designs.”