Updated: Aug 13, 2019
New York, NY — July 24, 2019 — Today, Nielsen (NYSE: NLSN) announced the global winners of the 2019 Nielsen Design Impact Awards, recognizing successful package redesigns in the consumer packaged goods (CPG) space. Over the past three years, the Nielsen Design Impact Award has gained distinction and prestige within the design community for underscoring the very real and measurable business value of outstanding package design. Building on the success of these awards within the U.S. market, this year, Nielsen opened the award entry door to include global submissions, netting 10 winning brands from around the world.
Ten winning brands emerged and were recognized for leveraging both the art and science of design within the global CPG space. These winners represent a diverse range of business situations across food, beverage alcohol, personal and home care.
THE GLOBAL WINNERS OF THE 2019 NIELSEN DESIGN IMPACT AWARDS*:
- Nice! (U.S.; Parent Company: Walgreens; Design Agency: Soulsight)
- M&M’S (U.S.; Parent Company: Mars Wrigley Confectionery; Designed by: Mars Wrigley Confectionery)
- Icelandic ProvisionsTM Skyr (U.S.; Parent Company: Icelandic ProvisionsTM; Design Agency: Moxie Sozo)
- Hess Select (U.S.; Parent Company: The Hess Collection Winery; Designer: Michael McDermott)
- Alpura (Mexico; Parent Company: Alpura; Design Agency: Foic Lecanda) Arawana Oil (China; Parent Company: Yihai Kerry; Design Agency: Dongdao Creative Branding Group and Posher Design)
- MAQ (South Africa; Parent Company: Bliss Brands; Design Agency: Fountainhead)
- Playboy Deodorants (South Africa; Parent Company: Amka Products; Design Agency: Sainsbury Design)
- Prestígio (Brazil; Parent Company: Nestle; Design Agency: DBA B+G)
- Satis! (Brazil; Parent Company: Ajinomoto do Brazil; Design Agency: Arcwwbrasil)
It’s not easy to strike a balance between maintaining a brand’s legacy and adapting to new category trends.
“Great package design can be found in every market, yet it rarely gets the recognition it deserves,” said Kyle McKinley, VP of Nielsen BASES Design Solutions. “We created the Nielsen Design Impact Awards to honor brands that are elevating the role of packaging in the marketing mix, bringing light to the tremendous contribution effective package design brings to a brand’s bottom line.”
Playboy prides itself on being a consumer-focused brand with loyal buyers. However, quickly changing category trends meant the brand needed to adapt to stay relevant. In addition, the packs lacked distinct personalities, which meant brand buyers regularly switched between varieties out of the brand or weren’t even aware of the full range. Playboy needed to modernize its aerosol range to stand out on shelf in South
Africa, showcase its diverse range of fragrances, and win back market share from competition.
To achieve this, the brand wanted to take creative risks with the design by giving a unique identity to each variant within the range. The big challenge was balancing this with a singular brand identity. “We needed some diversification, but at the same time, we needed range cohesion,” explained Matthew Dees, Brand Manager at Playboy.
To complicate matters, technical limitations of the printing process imposed certain color and print restrictions on the brand. “We found a balance between creativity and the printing process to achieve a result we were happy with,” said Angela Driver, the Marketing Director of Sainsbury Design, the South African creative agency involved in the redesign.
In addition to modernizing the design, the team wanted to give the aerosols a new format to stand out from the competition. The long-standing norm within the category included a fitted cap that consumers often lose or throw away. “It doesn’t add any value to the product,” explained Dees. “We decided to move to a new format which included an actuator that could be twisted and locked into position. So you could throw it in your bag, take it around and it wasn’t going to dispense the product.”