Abstract:

Plans to relaunch Aquafresh involve changing the design of the outer pack. The aim of the redesign is to achieve an on-shelf impact at least equal to competition and to project an image in keeping with the new creative strategy. At the time of the present research, five possible designs had been developed. This research was required to provide insight into the communication the potential of these several designs, with a view to recommending one or two final routes for a subsequent quantified check.