Discounters rely on tier 1 brands to pull in value conscious customers. However, with often limited facings versus own label products and aggressive pricing strategies (this is the Discount channel after all!), P&G’s big hitters were struggling to convey their superiority amongst all the noise.

Analysing the discounter shopper journey which resulted in framing the shelf ready pack (the boring, cardboard shipping box!) as ‘in-store theatre’ rather than protective packaging…

2D & 3D design principles rolled out across multiple brands and launched in stores across Europe.

Principles were captured and delivered to the entire marketing function at internal conferences.

Fairy results after 9 months:

• 4% increase in sales of Fairy liquid across Europe

• 50% reduction in production costs

• 50% reduction in customised display material and costs

Client: P&G via Webb deVlam

• Shopper journey mapping

• Competitor audits and adjacent inspirational safaris

• Co-creation session with designers, suppliers and marketers

• Technical pack strategy that balanced investment with savings

• Design principles capture

• Keynote speach to marketing function

• Creative Direction of Webb deVlam design team across multiple project streams