News and Insights

Masterbrand Rebrand

10 April 2024

Sorbent Masterbrand Rebrand

The brief

Sorbent approached us regarding some pack design work they were contemplating – a significant revamp to the brand architecture.

This had a number of upsides – from unifying the portfolio and brand across categories, to enhancing product and benefit navigation.

But doing so has significant risk; fortunately Sorbent was working with our friends at Edison Agency (a fantastic design agency with a track record of award-winning work), and they had invested in research to understand consumer impact.

Against this backdrop, Sorbent was also launching a new innovation to market – a more compact toilet roll which has the consumer benefit of fewer changes to the roll. Vibrant was brought in to evaluate the best way to communicate this ‘tightly rolled’ messaging (and this is close to our heart, given such an innovation offers the societal / environmental benefit of less packaging, and more rolls per truck / more efficient transport).

The approach

We deployed an online survey of over 500 consumers, using a split-cell design. Consumers were shown only one of the pack designs, including the current as a ‘control cell’ or comparison point.

Moreover, we investigated the individual pack componentry and claims to help understand the macro performance of the pack (given the sum is more than the parts), and the individual components that ladder up to this.

The outcome

e were able to provide clear empirical evidence to Sorbent regarding the response to the packaging, as well as the individual elements.

This was made up of both closed-ended quantitative data, giving hard numbers and confidence, peppered through with rich verbatim and feedback in consumers’ own language.

Critically, we also weaved through learnings from brand health tracking and ad-hoc modules within this, to form a more complete picture and recommendation.

You can read more about what Edison had to say here on Mumbrella.


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