Shelf impact: Packing for a standout retail experience

Catching the customer’s eye 

In today’s crowded retail landscape, grabbing the consumer’s attention is more challenging than ever. With store shelves packed with endless product variations, even the strongest brands can get lost in the noise. That’s exactly the kind of challenge Senior Product Manager Desiree Matheson and her team in North America thrive on solving. 

“We’re always asking: how can we help our customers stand out?” explains Desiree. “In this case, we were inspired by the opportunity to make a product leap off the shelf through a stronger visual identity. That’s what sparked the idea to rethink the packaging entirely.” 

A joint, pragmatic approach 

What followed was a collaborative, cross-functional sprint, where customer development and operations joined forces to explore the full spectrum of packaging innovation. “We kept two things at the core of every decision: visual shelf appeal and logistical efficiency,” she explains. It wasn’t just about looking good, it had to work just as well behind the scenes. 

As with many great ideas, there were hurdles. The chosen packaging format initially didn’t align with our production capabilities. But that didn’t stop the team from pushing forward. “The business case was strong, and our customer was fully behind the vision,” she recalls. “So, we adapted. Our willingness to stretch our boundaries is something we take real pride in.” 

We successfully launched a striking new packaging line that not only elevates the brand in retail but also opens new commercial opportunities for the customer. For Desiree, the success of the project came down to co-creation.