PB Creative wins Silver at DBA Design Effectiveness Awards 2017 for commercial success of Comfort Intense driven by disruptive pack design
2 March 2017
PB Creative wins Silver at DBA Design Effectiveness Awards 2017 for commercial success of Comfort Intense driven by disruptive pack design
PB Creative won Silver in the Household Goods & Home Construction category of the 2017 DBA Design Effectiveness Awards for their product design, packaging and visual identity of new Comfort Intense. Comfort Intense is a new format in the fabric conditioner market offering a more intense, longer-lasting fragrance, using less than half the dose of existing fabric conditioners and significantly less packaging.
The DBA Design Effectiveness Awards are the most prestigious and authoritative in the design industry, recognising the real and measured benefits delivered by design, and proving the value of design to business. The DBA Awards are the only scheme that use commercial data as a key judging criteria.
Unilever commissioned brand and packaging design agency, PB Creative to create a disruptive pack design for new Comfort Intense which would trigger a change in consumer dosing habits, communicate the product’s incredibly intense freshness and ultimately create stand-out on shelf.
Comfort Intense gained 9% market share (AC Nielsen) in the UK within the first 8 weeks of launch and in the absence of the TV advertising campaign commencing, demonstrating the effectiveness of the packaging design at communicating the concept and benefits of the product to consumers. Furthermore, Comfort Intense has helped grow the fabric conditioner market by persuading consumers to buy more washes per shopping trip and has resulted in Comfort further strengthening its number one position in the market.
Pete Hayes, Co-Founder and Director at PB Creative said, “As a fragrance-led purchase, fabric conditioners offer an emotional proposition so we responded to the brief by playing to and triggering those emotive cues. We developed a strong explosive graphic that represents the intensity of the ultra-concentrated formula and a droplet shaped structure that epitomises the concept of intense freshness in every drop. We also created a deliberately compact cap to reassure consumers that Comfort Intense offers better performance in a much smaller dose. The nature of our response defied the largely rectangular forms of competitor products and created strong stand-out on shelf.”
Yasemin Kural, Senior Brand Manager at Unilever concluded, “PB Creative’s combination of 2D and 3D design enabled us to intrinsically communicate the ultra-concentration and intense freshness key messages of Comfort Intense. The result is a product that sets a new benchmark, offering a great formula in great packaging that helps consumers to use less and reduce their environmental impact with no extra effort on their part. PB Creative’s design was so successful at generating strong stand-out on shelf that Comfort Intense achieved above average share growth in all launch countries before any advertising support had begun.”
