Page 24 - MMR Premium - The Guide

A nalysis of over 100

branded products

revealed that even those

with minimal awareness

could signal a strong
premium perception, by

adopting distinctive

packaging structure Figure 3: Brand awareness plotted against strength of Premium perception

ur observations indicate that consumers
link distinct pack structure with brands
seeking to challenge the status quo.
This drives perceptions of credibility,

individuality and passion - which
resonates particularly well with
Millennials who are far more ‘Image
Concerned’ vs. the wider population. “

Luisa Robertson
Future Focus Director, MMR