Weekend pack surface design

Date of publication: May 1, 1979

Abstract:

Four previous consumer tests have been undertaken in order to find a new surface pack design for Weekend which will give the brand a more positive, modern image and greater value as a gift. The research has indicated that a balance should be struck between liveliness and relaxation. Regular users of the brand seem to be attached to the current pack and reluctant to see it changed, whereas non and lapsed users find it very unappealing. A design showing the product was particularly popular with non and lapsed users, although they could see that the design lacked atmosphere. With this background, 7 new designs have been produced.  

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