Not all consumers are alcohol connoisseurs. Most consumer rely on one or both of two in-store factors to inform their purchase behavior: number of bottles on the shelf (ex. fewer bottles means more popular product) or the label.
Creative teams are often asked to communicate a product’s brand ethos and values through a label, but labels have historically been looked at strictly through the lens of qualitative data with little-to-no quantitative guidance. This has resulted in slow feedback loops and lack actionable specificity, making agile and efficient creative optimization a nearly impossible undertaking. This has left creative teams tasked with a huge responsibility without the tools to operate to their fullest potential.
In the video above, Cole Clark, President of AmygdaLaunch, defines the aspects that make a label successful. A label is judged based on how well it communicates who its intended target consumer is and how well it speaks to their interests, values, lifestyle. Labels must also communicate their intended buying occasion and the role the product plays in a consumer’s basket.
Clark also discusses how AmygdaLaunch breaks labels down to their components to understand their relationships with one-another and how their dynamics shape consumer perception.
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