The art of packing a successful launch

There are a lot of things that need to fall into place for a successful launch. Löfbergs's dark-roast coffee Kharisma is a great example of that. Flavour, store display and marketing are some important factors - and the package. A new inquiry shows that the design has had great importance for the sales success.

- Kharisma is our most successful launch ever, and we are naturally trying to learn as much as possible about why it has done so well. Today, we know that it is about us finding a flavour profile that many like, but also that the package has aroused an interest and the desire to purchase, says Leif Sjöblom, marketing manager at Löfbergs.

The package creates an impulse of buying

With help from the insight agency Straylight, Löfbergs recently looked into how the package is perceived by the consumers as well as how it affects them. Based on modern brain research, Straylight measured how the brain reacts on the package and which behavioural changes that are activated.

- Our measuring shows that when a customer looks at Löfbergs's package, it creates strong impulses to purchase and try the product. A successful combination of colours, contrasts, text and image gives Löfbergs an advantage over several other coffee brands, says Magnus Ernestam, CEO at Straylight.

New and loyal consumers

Kharisma was launched three years ago and quickly claimed its place on the shelves. The sales have constantly increased. A big part of Swedish households has bought Kharisma at one point, and it has become a recurring favourite for many people.

- We early knew that the flavour profile was right, so we are not that surprised that a lot of people buys Kharisma again and again. But we were a bit astonished in the beginning, when we noticed that Kharisma so quickly reached out - now we know that the package played a great part, says Leif Sjöblom.

Leif Sjöblom says that the study from Straylight gave some new insights that will be brought into the future work. At the same time, he points out that there are several factors that need to correspond to make a launch successful.

For more information:
Leif Sjöblom, Marketing Manager, Löfbergs, +46 (0) 54-14 01 42 leif.sjoblom@lofbergs.se