When research revealed low consumer satisfaction with infant milk packaging formats, the leading company Danone went looking for a better solution. They found that the Cekacan concept from A&R Carton offered the right convenience.
Research conducted by Danone among parents in several European countries revealed low consumer satisfaction with infant milk packaging formats, which were mostly cans and bag-in-boxes. The key priority for the parents was ease of use. In response to this challenge, a packaging format that offered significant improvements was developed. It was based on the Cekacan concept from A&R Carton, and offered a tamper-evident lid, an easy-open membrane, a scraper bar for correct dosing, a leaflet and scoop inserted above the membrane and a clip for storing the scoop clear of the product.
The launch of the new packaging was a major success. Danone’s core infant formula has seen a significant growth in market share from 5% to 20% in the European market. By offering consumers greater security and convenience the packaging won the Supreme Gold Starpack Award for “an outstanding combination of graphic and functional design” given by the UK’s Institute of packaging in 2005. The Supreme Gold is only awarded to exceptional packaging, and this was the first time it had been awarded since 1999. The packaging also won the Innovation Award from Danone in 2005, and it has been nominated for several other awards in Europe. This case proves that innovative packaging, offering real consumer benefits, is one of the keys to accelerating the growth of a brand and securing its future.
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