Since joining PRS IN VIVO in 2018, Sophie Mahé has been instrumental in driving the deployment of PRS IN VIVO’s FMCG expertise throughout APAC. With over 20 years of experience in the industry and over 6 years managing PRS IN VIVO China & Singapore, Sophie brings a wealth of knowledge and a deep understanding of consumer behaviour to her role as the APAC managing director. Her diverse background and strong expertise in behavioural insight have been invaluable assets to develop PRS IN VIVO’s business especially in China, India and SEA.
When brands refresh their packaging design, it can either create a striking impact or lead to a decline in sales and blurred brand identity. Nielsen data shows that only 5% of packaging redesigns successfully boost sales, while as many as 13% experience a drop in sales due to packaging changes. How can brands retain their "soul" while injecting fresh appeal into classic products through innovative design? This topic will explore the key elements of successful packaging refreshes, revealing how to strike the perfect balance between innovation and tradition to invigorate the brand and unlock new growth opportunities.