Purchase Points from unPACKED LIVE

When we first envisioned “unPACKED™ LIVE: Cracking the Code to Winning at Shelf with Decision Precision,” our goal was simple: to break down the key insights from our unPACKED reports and help brands drive business growth with Decision Precision intelligence. As we wrapped up this incredible live session, I couldn’t be more excited about the insights we revealed alongside our expert panelists. From Molson Coors in alcohol beverages to Mondelēz in premium chocolates and PepsiCo in carbonated beverages, each session provided invaluable insights to help brands refine their packaging strategies and drive more transactions at shelf.

Laying the Foundation: The 4S Framework

Before diving into the category deep dives, my colleague Matt Salem and I introduced Behaviorally’s proprietary 4S Framework, which serves as the backbone of our approach to analysis of packaging insights and effectiveness. Our framework helps brands diagnose and optimize their packaging by focusing on four key areas:

1. Be Seen – Did the consumer see it? (Drive breakthrough and get noticed)

2. Be Shoppable – Did the consumer find what they wanted? (Minimize friction and promote easy product selection)

3. Be Seductive – Did the pack communicate? (Convey a clear, compelling benefit that inspires action through strong emotions)

4. Be Selected – Did the shopper put it in their cart? (Measure behavioral impact on driving sales)

At the heart of Decision Precision intelligence, our framework emphasizes visibility, shoppability, emotional resonance, and final selection as the four key pillars of impactful packaging. During the session, we explored how brands can leverage insights derived from this framework to sharpen their packaging strategies, design winning packaging and ultimately boost sales.

Matt highlighted some key striking statistics that reinforce the importance of packaging in the consumer decision-making process:

Products that stand out on shelf are, on average, 5x more likely to be purchased than those that blend in.
Brands ranking high in sales have seductive appeal that is 5-15% greater than average seductive performance.
Gaps exist across categories when comparing the imagery that packages most commonly elicit to the imagery that most frequently drives purchasing decisions – revealing potential opportunities for brands.

Using real-world examples, we demonstrated how brands across different industries are applying our 4S principles to elevate their packaging effectiveness. With this compelling foundation set, we transitioned into deep-dive conversations with category experts, each offering unique perspectives and success stories from their industries.

Crafting Visibility & Emotion in Alcohol

Behaviorally’s Michele McCorry and Molson Coors’ Candace Walters explored how brand blocking and visual distinctiveness play a crucial role in standing out in the competitive alcoholic beverage category.

Candace emphasized the critical role of brand blocking in capturing consumer attention, highlighting the importance of consistent label design, strong color contrast, and strategic shelf placement. She explained that successful brands create visual bullseyes through recognizable and prominently centralized elements, like distinctive images, icons, or bold typography, making it easier for consumers to quickly locate and choose their preferred products. She also pointed out that bottle shape and liquid color can serve as key differentiators, particularly in clear bottles where the liquid itself enhances shelf presence. In categories like spirits, unique structural elements and consistent branding across flavors strengthen brand identity and improve shoppability.

Beyond visibility, Candace stressed how packaging can be a powerful tool for consumer engagement, especially when it creates a unique or interactive experience. She highlighted the growing importance of storytelling in packaging, citing brands like 19 Crimes, which have successfully integrated augmented reality (AR) to extend engagement beyond the shelf. By allowing consumers to interact with the product in a dynamic way, these immersive experiences build deeper emotional connections, fostering brand loyalty and consumer involvement.

The Art of Indulgence in Premium Chocolate

In our next session, Gina Boyd from Mondelēz joined Behaviorally’s Ian Donahue to discuss how packaging influences perceived indulgence and premium value in the chocolate segment.

Key takeaways included:

Luxury cues matter: Gold embossing, rich colors, and tactile elements signal high-end value.
Segment-specific strategies: Traditional premium chocolates focus on elegance, while better-for-you brands use minimalist, sustainable materials.
Emotional storytelling: Packaging isn’t just about aesthetics – it’s a brand’s first impression and a key driver of consumer expectations.

Gina emphasized how premium chocolate packaging must justify its higher price point by signaling indulgence and quality. Some brands achieve this through sophisticated typography, textured packaging, and matte or glossy finishes, which convey exclusivity. She also highlighted how better-for-you premium chocolates differentiate themselves by using earth-tones, natural materials, and craft-paper textures, reinforcing their positioning around sustainability and health-conscious indulgence.

Furthermore, the discussion touched on gifting and seasonal opportunities, with premium chocolates often leveraging special edition designs, elegant gift boxes, and high-quality ribbons to appeal to consumers seeking a luxurious treat for special occasions.

Innovation & Instant Recognition in Beverages

Our final session featured Kevin Moeller from PepsiCo in conversation with Behaviorally’s Sean McHugh, diving into the ever-evolving beverage industry.

Kevin highlighted PepsiCo’s recent brand refresh for Pepsi and Mountain Dew, which leverages:

Bold logos and color contrast for instant recognition.
Sensory cues, like the cracked can image, to evoke refreshment appeal.
Limited-time offers (LTOs) to spark trial and engagement.

PepsiCo’s design strategy emphasizes strong brand blocking and visual hierarchy to ensure standout presence on crowded shelves. Kevin discussed how Pepsi’s refreshed identity draws on “Nowstalgia” – a blend of nostalgia and modern appeal – helping the brand resonate with both long-time loyalists and a new generation of consumers. By maintaining consistent brand cues across product lines while embracing fresh design elements, PepsiCo balances heritage with contemporary trends.

A significant discussion point was the recent refresh of the Pepsi brand identity, where design elements such as a bold logo, strong color contrast, and visual cues like the cracked can image play a crucial role in reinforcing brand equity and evoking sensory appeal. The conversation also touched on limited time offers (LTOs) as a powerful tool to spark trial and maintain excitement among consumers, with the recent launch of Pepsi Wild Cherry & Cream serving as a prime example of how packaging can create intrigue and drive consumer curiosity.

Final Thoughts & What’s Next

unPACKED LIVE reinforced that effective packaging must go beyond aesthetics – it must be visible, emotionally compelling, and clear in its messaging. As brands continue to navigate competitive retail environments, these insights will be essential in shaping future packaging strategies.

Our unPACKED reports are now available for spirits, chocolates, yogurts, hair care, and beverages, with insights on salty snacks, oral care, and more coming soon over the next several months.

For those who couldn’t attend live or want to revisit the discussions, the full recording is available now.

I also encourage you to download our collection of unPACKED reports and contact us today to schedule a deeper dive session within any given category tailored to your business.

THE AUTHOR

Brent Snider is the Managing Director of Global Business Development for Behaviorally, driving new vertical growth within Health & Well-Being, Technology, Retail and Alcohol vertical spaces and the larger commercial expansion efforts. He previously held Global Commercial roles at leading behavioral science led research companies. Across his more than 20 years of experience in market research, Brent remains passionate about putting behavioral science into practice, more accurately predicting business outcomes for clients and increasing speed and accuracy through tech enabled platforms + AI for better business outcomes.