Smart Brands Like Lean Cuisine Marketplace, Honest Tea and Buchanan's Scotch Whisky leverage packaging to deliver results; honored in the Nielsen Design Impact Awards' inaugural year
New York, NY - May 2, 2017 - Today, Nielsen (NYSE: NLSN) and The Dieline announced the winners of the inaugural Nielsen Design Impact Awards at the HOW Design Live Conference in Chicago. The awards recognize some of the most impactful fast-moving consumer goods (FMCG) redesigns over the last two years and celebrate the real and measurable business impact of outstanding package design.
The Nielsen Design Impact Awards are the first U.S. package design awards to leverage retail performance data as part of the winner identification process. As a complement to retail data, Nielsen surveyed thousands of consumers to assess how well each redesign addressed its core communication objective and to gauge purchase preference for the new packages over the old ones.
Lean Cuisine Marketplace, a Nestl brand, was selected as the grand prize winner. The brand's new design encouraged consumers to see Lean Cuisine as a modern health and wellness partner, rather than a diet brand. For the Lean Cuisine Marketplace line alone, the design makeover helped drive a sales increase of $58 million in the year following the redesign compared to the year prior-a significant amount for a large brand innovating in the declining frozen food category.
The new design was the No. 1 reason the Lean Cuisine brand was able to turn itself around-we went from declining sales to significant sales gains even before we turned on media support, said Daniel Jhung, vice president of marketing at Nestl USA. The bold new Marketplace packaging signified a major pivot away from our diet heritage toward our new modern health and wellness partner positioning, motivating consumers to re-engage with our brand again. This complete turnaround demonstrates the power of investing in effective package design and designing it with consumers in mind."
THE WINNERS OF THE 2017 NIELSEN DESIGN IMPACT AWARDS*:
GRAND PRIZE WINNER:
Lean Cuisine Marketplace (Parent Company: Nestl ; Design Agency: Pearlfisher)
WINNERS:
Buchanan's Scotch Whisky (Parent Company: Diageo; Design Agency: forceMAJEURE)
Honest Tea (Parent Company: The Coca-Cola Company; Design Agency: Beardwood&Co.)
PERDUE SHORT CUTS (Parent Company: PERDUE )
California Olive Ranch Olive Oil (Parent Company: California Olive Ranch; Design Agency: Design Womb)
HONORABLE MENTIONS:
CHEEZ-IT (Parent Company: Kellogg's)
Black Ink Wine (Parent Company: Guarachi Wine Partners; Design Agency: CF Napa Brand Design)
Package design often doesn't get the attention or respect it deserves compared to other marketing tactics. One of the root causes for this oversight is that it's difficult to attribute sales impact to package design, said Steve Lamoureux, senior vice president of product development for Nielsen's Design Solutions. Given Nielsen's vast data assets, we knew we were in a unique position to demonstrate the power of effective package design and celebrate the brands who are really embracing its potential.
We hope to provide a powerful counterpoint to the anti-change marketing doctrine that prevents brand managers from making package improvements. The great news is that impactful design is well within reach and there are best practices and tools to help ensure success, added Lamoureux.
The Nielsen Design Impact Awards were launched in collaboration with The Dieline, a globally-renowned online packaging publication whose annual awards program recognizes the absolute best in package design worldwide. "The Dieline Awards has always aimed to highlight the value of effective package design, and we couldnt be more excited about the first-ever Nielsen Design Impact Awards," said Andrew Gibbs, founder and editor-in-chief of The Dieline. "Our partnership with Nielsen provides factual buyer data on a redesigned package, demonstrating the powerful role of our industry. Nielsen has gathered insightful consumer shopper preferences combined with actual product sales data, making these wins truly well-deserved."
Click here to learn more about the Nielsen Design Impact Awards and access in-depth stories from the winners.
*All products and company names are trademarks of their respective holders. No affiliation or endorsement is expressed or implied.
THE NIELSEN DESIGN IMPACT AWARDS METHODOLOGY The Nielsen Design Impact Awards highlight package designs that have catalyzed remarkable brand growth. Nielsen received hundreds of submissions over a four-week period, detailing successful U.S. package redesigns that launched between January 2014 and March 2016. Nielsen evaluated the design performance of each entry by comparing the dollar sales, unit sales, and distribution in the year following the redesign to the same period one year prior. Consideration was given to other factors that can impact brand growth, such as category growth, product extensions, and increased marketing support. Finalists were then evaluated via quantitative consumer research among thousands of category buyers to assess how well each redesign addressed its core communication objective and drove purchase preference for the new design over the previous one.
ABOUT NIELSEN Nielsen Holdings plc. (NYSE: NLSN) is a global performance management company that provides a comprehensive understanding of what consumers watch and buy. Nielsens Watch segment provides media and advertising clients with Total Audience measurement services for all devices on which content - video, audio and text - is consumed. The Buy segment offers consumer packaged goods manufacturers and retailers the industrys only global view of retail performance measurement. By integrating information from its Watch and Buy segments and other
Most recent headlines
09/11/2025
Dalet today announced a transformative leap forward for media operations: Agentic Artificial Intelligence (AI) that unifies the Dalet ecosystem under one natura...
21/10/2025
As Amazon's Prime Video prepares to launch its coverage of NBA basketball under a major new deal, Grup Mediapro has announced that it is working with the st...
21/10/2025
ATLANTA Good news for consumers using an Atlanta DTH receiver to watch ATSC 3.0: with a new software update, they will be able to blanket their homes with Wi-Fi...
21/10/2025
While recent news has been heavily focused on Hispanic migration into the U.S., The 2025 Hispanic Market Report from Claritas highlights the fact that this gr...
21/10/2025
MAIDENHEAD, UK RWS has hired Michael Wayne as its head of media and entertainment in Los Angeles where he will lead the company's media localization busines...
21/10/2025
Imagine Communications and Rohde & Schwarz today announced a definitive agreement under which Imagine will acquire Pixel Power Limited, a wholly owned subsidiar...
21/10/2025
Atlanta DTH (ADTH) today announced a major update that will expand the functionality of its NEXTGEN TV receiver by enabling gateway capabilities allowing viewer...
21/10/2025
Heartland Video Systems, Inc. (HVS), a premier video systems integration, consulting, and expert ATSC 3.0 implementation firm announces that it has partnered wi...
21/10/2025
QuickLink, the leading provider of award-winning video production and remote guest integration solutions, today announced the appointment of Austin Hinton as it...
21/10/2025
nternet connectivity startup Miri Technologies Inc. will use this week's NAB Show New York as the launch pad for its latest ground-breaking innovation, the ...
20/10/2025
Inside TAMS: How Time-Addressable Media Stores could redefine sports workflows By Paul Markham
Friday, October 17, 2025 - 08:57
Print This Story
A penalty...
20/10/2025
Transformational production: Inside TVN's remote production push for the DFL...
20/10/2025
How NBC Sports Transitioned Stamford Facility to One Format: 1080p HDRMulti-year plan harmonizes workflows, simplifies operationsBy Ken Kerschbaumer, Editorial ...
20/10/2025
NBA on NBC' Studio Production Team Is Ready for Tip-Off With Coast-to-Coast...
20/10/2025
Under pressure: TVN CEO Markus Osthaus considers the German sports broadcasting ...
20/10/2025
(L-R) Maria Dizzia, Carmen Emmi, and Russell Tovey attend the Plainclothes pre...
20/10/2025
In March, we launched Concerts Near You to help listeners find concerts from their favorite artists. Since then, more than 3 million people have used it to disc...
20/10/2025
Em diversas cidades do Brasil, um movimento tem se fortalecido para celebrar o poder, a beleza e a profundidade da criatividade negra. O Dia AMPLIFIKA, agora em...
20/10/2025
In cities across Brazil, a movement is growing that celebrates the power, beauty, and depth of Black creativity. AMPLIFIKA Day, now in its fifth edition, return...
20/10/2025
Airborne Early Warning and Control aircraft rendering...
20/10/2025
DENVER and MUNICH Imagine Communications today announced its plans to acquire Pixel Power Ltd., a wholly owned subsidiary of Rohde & Schwarz. Financial terms of...
20/10/2025
LOS ANGELES G Morgan has joined Globecast, a provider of broadcast, media and entertainment managed services, as executive vice president of sales, Globecast Am...
20/10/2025
PLYMOUTH, Wisc. Heartland Video Systems and Zixi have partnered to enable broadcast-quality live video delivery over any IP network....
20/10/2025
A. R. Rahman on Facing Fear and Finding the Divine In an interview with Berklee President Jim Lucchese, the Oscar-winning composer reflects on how courage and...
20/10/2025
Monday 20 October 2025
To view this content, please enable our use of cookies. ...
20/10/2025
Rohde & Schwarz transfers Pixel Power to Imagine Communications Companies work collaboratively to ensure continuity and ongoing support for existing customers...
20/10/2025
RT 's Prime Time is set to host the final Presidential Election Debate this Tuesday night, October 21, providing an opportunity to hear directly from Irelan...
20/10/2025
NVIDIA and Google Cloud are expanding access to accelerated computing to transform the full spectrum of enterprise workloads, from visual computing to agentic a...
19/10/2025
Back to All News
Sins of Kujo' Comes to Life in New Live-Action Series Set for Spring 2026
Entertainment
19 October 2025
GlobalJapan
Link copied to cl...
18/10/2025
New England Sports Network (NESN) has chosen Harmonic, working with Astound Business Solutions, as its enterprise technology partner to transform primary distri...
18/10/2025
NEW ORLEANS, La. In the run-up to the start of the NBA season, WVUE-TV and Gray Local Media have announced a deal with DirecTV that will greatly expand access t...
18/10/2025
Berklee Celebrates 40 Years of the Fall Together Concert Faculty composers Bob Pilkington and Greg Hopkins are among the featured artists for this year's ...
17/10/2025
NEP Group Receives New Equity Investment From 26North Partners LP, Co-InvestorsCarlyle remains the largest shareholder as the company prepares for the futureBy ...
17/10/2025
Apple Lands Five-Year Deal for F1 Distribution in the U.S.Besides airing on Apple TV, the sport will be amplified on other Apple servicesBy Ken Kerschbaumer, Ed...
17/10/2025
SVG Sit-Down: Marshall Electronics' Bernie Keach on the Future of PTZ Camera...
17/10/2025
L2 Productions' REMI Facility in Austin Can Produce Content From AnywhereMusic festivals, sports events are produced via flypacks and remote control roomsBy...
17/10/2025
By Lucy Spicer
One of the most exciting things about the Sundance Film Festival...
17/10/2025
(L-R) Christopher Meyer, Addison Timlin, Cooper Raiff, Lili Reinhart, Alyah Chan...
17/10/2025
M sica e arte se uniram em uma noite especial na semana passada na ZIV Gallery, ...
17/10/2025
Music and art came together for one special night last week at ZIV Gallery, an i...
17/10/2025
Spotify and FC Barcelona are extending our partnership through 2030, continuing a collaboration that's redefining how fans, players, and artists connect. Th...
17/10/2025
MURRIETA, Calif. The Sports Fishing Championship (SFC) has deployed DigitalGlue's creative.space storage platform to streamline video production by centrali...
17/10/2025
BELLEVUE, Wash. Football continued to cement its reputation as a bulwark of TV advertising in Q3 2025 with new data from iSpot that showed both the NFL and coll...
17/10/2025
The Sports Fishing Championship (SFC), the premier competitive saltwater fishing series, has transformed its production workflow by adopting creative.space, the...
17/10/2025
QuickLink, a leading provider of award-winning multi-camera video productions and remote contribution solutions, announces the release of StudioPro Version 4, ...
17/10/2025
Although the annual Grammy Awards celebration is best known for recognizing achievements in the recording industry, the show often proves a visual spectacle as ...
17/10/2025
OpenDrives, Inc., a leading provider of software-defined data storage and data services, has promoted Alex Dunfey to Chief Technology Officer (CTO) from his for...
17/10/2025
The University of Arizona (UofA) has significantly upgraded its broadcast communication infrastructure with the integration of Riedel Communications' advanc...
17/10/2025
Harmonic (NASDAQ: HLIT) today announced that New England Sports Network (NESN), owned by Fenway Sports Group and Delaware North, has selected Harmonic as its en...
Smart Brands Like Lean Cuisine Marketplace, Honest Tea and Buchanan's Scotch Whisky leverage packaging to deliver results; honored in the Nielsen Design Impact Awards' inaugural year
