The Power of a Package: Product Claims Drive Purchase Decisions

Nora Lado Cousté, Mercedes Martos-Partal and Ester Martínez-Ros

This research focuses on trends in new-product packaging claims and how such claims influence firm value.

The Power of a Package: Product Claims Drive Purchase Decisions

Nora Lado Cousté

University Carlos III Madrid

Mercedes Martos-Partal

Universidad de Salamanca

Ester Martínez-Ros

University Carlos III Madrid

Management slant

  • This longitudinal analysis over 1996–2006 in the context of new products introduced in the consumer packaged goods industry reveals several key trends that represent responses to major societal concerns:
    • Positive nutritional attribute claims increased, especially those related to the presence of vitamins or high fiber.
    • Positive evolution of production: Many new products now cite natural or organic claims.
    • The launch of new products that use low or no fat or...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands