Description
Variety packs are designed to increase basket size and encourage trial. In theory, they’re smart brand innovation and packaging plays especially in high-traffic environments like Costco, where multi-packs feel natural.
But one polarizing choice can undo the entire strategy.
In this case, the four-pack format makes the purchase decision all-or-nothing. If even one scent feels out of category or unexpected, it creates friction strong enough to stop the sale. That’s the risk with Costco’s packaging design in particular. Shoppers aren’t buying one unit to test. They’re committing to four. Every option has to feel safe enough to justify that commitment.
This is where brands sometimes drift into what feel like minor rebranding failures, not because the product is bad, but because the assortment logic ignores shopper psychology. The unexpected can be interesting. It can also be disqualifying.
In multi-packs, the bar is different. You don’t get the luxury of one outlier. If one scent repels, the entire pack repels.
Video Transcript 
Christy Lebor is a Partner and Head of Brand Development at SmashBrand, a premier brand development agency championing the FMCG space. With two decades of Fortune 500 CPG experience, Christy harnesses her background from industry titans to infuse brands with a growth trajectory that transitions them from category disruptors to legacy brands.
Her portfolio includes:
Prior to her tenure at SmashBrand, Christy's track record spans various senior management and development roles. Each role has honed her expertise in the intricacies of FMCG, enabling her to cultivate category advantages for brands. From SKU rationalization to directing pivotal innovation stage gates, Christy's acute expertise in FMCG has consistently placed her at the forefront of the industry. Her ability to make incisive, strategically sound decisions has been key in propelling brands to market leadership.
Her philosophy pivots on the principle that timely, relevant data, integrated with brand strategy, is the linchpin for brands aspiring to scale and establish market dominance. At SmashBrand, Christy intricately weaves this philosophy, ensuring brands are not just strategically poised but holistically developed.
Educationally, Christy is equipped with a BBA from The University of Michigan Business School, an MBA from the Kellogg School of Management, and additional prowess in Private Equity and Venture Capital from Harvard Business School.
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