Increasing a Brand’s Appeal to Millennial Women

Situation

An iconic snack brand wanted to refresh its packaging in a way that would simultaneously honor its classic aura while appealing to the modern tastes of Millennial women.

Engagement

We conducted ethnographic interviews with Millennial women, as well as their friends and families, in order to better understand these women’s lifestyles and perspectives on food.

Results

The refreshed packaging delivered an increase in appeal and purchases among the target audience.