Data-driven packaging optimization enhances shelf navigation and strengthens core claims that convert to increased purchase.
Snuggle Puppy, now the #1 selling pet comfort accessory on Amazon and a top performer across Petco, PetSmart, and Chewy, faced the classic challenge of category leaders: how to maintain momentum while broadening appeal beyond early adopters. Despite strong word-of-mouth and over 50,000 five-star reviews, the brand’s packaging wasn’t effectively communicating its functional benefits in high-friction retail environments where new consumers make split-second decisions.
SmashBrand’s initial diagnostic testing revealed that while Snuggle Puppy enjoyed exceptional brand loyalty with existing customers, their packaging failed to clearly articulate the product’s key anxiety-reducing benefits and technology differentiators that drive first-time purchases. Category shoppers couldn’t quickly discern the product’s purpose or value proposition within the critical 3-second shelf assessment window.
Using our iterative design, test, and learn methodology with category shoppers, we validated a new packaging system that prioritized emotional benefit visualization alongside clear technology callouts. The optimized hierarchy improved findability and reinforced the product’s unique selling proposition. The validated design system increased purchase intent by 18 points versus current packaging and against competitors, catalyzing Snuggle Puppy’s remarkable 437% revenue growth and solidifying its position as the category originator and leader.
