Co-Ro is one of the world’s leading, independent soft drinks companies. When global sales of their hugely popular Sunquick brand began to plateau, management suspected a problem with in-store visibility and asked Visuality to help.
visual brand asset testing
global brand activation
store testing
Visuality recommended a 3-stage development programme, starting with quantitative research in Malaysia, Saudi Arabia and Portugal to identify visual cues driving brand recognition. The Sunquick Heart emerged as a powerful brand asset and became the focal point of new merchandising designs. These new concepts were explored qualitatively, in key markets, using interviews and static eye tracking. Finally, a new merchandising campaign was evaluated in store tests in Malaysia and Portugal, and compared against established POS. As well as using mobile eye tracking, these store tests compared engagement and conversion levels for the new and old campaigns.
The results were impressive. In Malaysia, twice as many shoppers engaged with displays featuring the new designs, whilst three times as many shoppers made a purchase.
“The Sunquick brand asset study has provided Co-Ro with a solid toolbox. The brand assets have been distilled in a very clear way which has allowed us to focus our communication on the elements that have the best impact with shoppers.”
“The overall ROI of instore activation has significantly increased and feedback from retail partners is very positive.”
Jesper Kvisgaard, Director Global Insights, Co-Ro Foods
