Case Study: BrewDog conveys sustainability credentials with Kantar pack screening

How we helped BrewDog convey their sustainability credentials more effectively through their packaging

The craft beer company BrewDog worked with Kantar to address the challenge of effectively conveying the sustainability credentials of its Lost Lager brand on its packaging. The goal was to ensure the messaging would resonate not just with consumers highly engaged in sustainability, but also with a broader audience of less engaged believers and considerers.

Using its Marketplace agile pack screening tool, Kantar tested different designs and messages with audiences segmented by their engagement with sustainability. The solution provided clear insights, revealing that less messaging and specific color use drove broader appeal. Kantar's findings were fed directly into BrewDog’s long-term packaging strategy, demonstrating how small changes to a pack can have a strong impact on its intuitive appeal across different consumer audiences.

BrewDog

Elaine Baker

Research & Insights Reporting Manager