Package InSight by Quad Helps Push “Bigger Dreams” Brand into #1 Slot for New Beer in Local Craft Brew Market

Creature Comforts Brewing Company, a craft brewery based in Athens, Ga., designed and launched its new Bigger Dreams Hazy IPA brand using industry-leading biometric research from Package InSight by Quad (NYSE: QUAD). Just four weeks after its launch, Bigger Dreams became the number-one new craft beer brand in Georgia, based on in-store scan data from retail research firm Circana.

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Creature Comforts Brewing Company partnered with Package InSight by Quad for an interactive study using biometric testing and real-world consumer feedback. Data from the study drove design changes to packaging for its new Bigger Dreams Hazy IPA brand – including larger font size for the product name and beer style; a bigger and clearer alcohol-by-volume callout; and tasting notes added to the front of the package. The resulting package design helped Bigger Dreams grab the number-one place for new craft beer in Georgia just four weeks after its launch. (Image Credit: Quad)

Founded in 2014, Creature Comforts Brewing sought to address the perennial marketing problem of differentiation by taking a business-savvy approach to packaging. The brewing company partnered with global marketing experience company Quad and packaging researchers on its Package InSight team for an interactive study that tested original packaging for Bigger Dreams against a design based on quantitative and qualitative data. Package InSight experts used biometric testing and gathered real-world feedback from consumers to assess the packaging design’s effectiveness in actual shopping environments.

“Packaging is a new frontier for marketers, and data-driven packaging design is an absolute game-changer. With insights like what we uncover in our eye-tracking and anecdotal tests, marketers get a turbo boost for attracting consumers. This is critical for brands, especially those in a crowded space like craft beer,” said Shannon Anderson, Client Research Manager for Marketing Data & Analytics at Package InSight by Quad. “Helping brands understand the impact of creative design on consumer behavior is one of the ways we allow marketers to see around corners and remove friction from the marketing experience.”