Case: Retail Ready Packaging

Billerud AB chose to carry out consumer tests with The Packaging Arena.

Billerud AB chose to carry out consumer tests with The Packaging Arena to understand the effect of whiteretail ready packaging in comparison to brown. Among other things,results from the tests showed thatpackaging that is white inside andout more easily catches the consumer’s eye and thus their attention.The tests also evaluated such thingsas the consumer’s interpretation ofpremium and freshness. The testswere conducted at The PackagingArena’s lab environment PackagingMedia Lab using eye tracking, surveys and interviews.The results of the tests werethen used by Billerud AB as the basisfor new sales material for their product Billerud Pure Bright®