Abstract:

Foote Cone and Belding have produced a number of alternative pack designs for the new Pears Sanitary Towel. The specific objectives of the research were: 

1. To assess the potential strength of the envelope versus polythene packs vis a vis imagery and product/emotional benefits;

2. To assess which of the designs (if any) is the most appealing to the target market;

3. To discover what each pack conveys in terms of product and user imagery so that any supportive or corrective action needed by the advertising may be pinpointed.