Following rounds of heavy consumer testing, eye tracking, shopper studies, and new product forms, the decision was made to update the Mr. Coffee brand, with an emphasis on packaging & merchandising. Brick & Mortar sales still accounted for almost 80% of coffee maker purchases, so starting there held a higher guarantee of success, and ROI, especially with an update to the merchandising so many used to compare models. Within a year, we went from project kickoff to increased market share, going from number 4 to number 2, without increasing A&P, or production costs. With the momentum of that success, the look was expanded to support new product aimed at a younger audience, using trend analysis to appropriately create on-brand color schemes & graphics.