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Shorts and deep dives on shopper behavior, pricing, packaging, and shelf performance.

Christy Lebor Partner/ Strategy Group Director

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Shopping with Christy: get insider takes on shopper behavior, pricing, packaging, and shelf performance.

Irish Spring Made A Big Mistake With This Club Store Packaging Design

Irish Spring’s club pack looks rugged and that’s a problem. In this video, Christy breaks down how Irish Spring's tray and overwrap design misses the top 3 reasons people actually buy soap: CLEAN – The number one purchase driver. Dirty-looking visuals (like tough, mossy rocks) work against this instinct. SMOOTH / MOISTURE – Unless it’s an exfoliating product, rough textures on-pack send the wrong message. REFRESHING – A fresh, invigorating shower is what Irish Spring aims to promise—especially for men—but the execution falls short on shelf. The waterfall imagery could have nailed that refreshing benefit… but it gets lost in the current layout. Christy shares how small changes in visual hierarchy could have helped Irish Spring hit the mark. This is a real-time example of how soap packaging design can almost work—and still underdeliver at shelf.

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This Packaging Is crushing Crisp Power's sales. Don’t Make the Same Mistake

Christy almost skipped a brand she normally buys because the packaging sent the wrong message.…

Why Smucker's Drizzle Bottle Almost Nailed It (But Missed One Sweet Detail)

Smucker’s Drizzle is a packaging win. It features a clean cap, shelf visibility, even elegant…

What Makes a Costco Club Tray Stand Out or Get Ignored

What makes a Costco club tray pop or flop? In this video Christy breaks down…

How Ferrero Rocher Nailed This Holiday Display (And Converted Christy)

SmashBrand’s Christy dives into a Ferrero Rocher display that hits every key purchase driver—distinctive assets,…

Why Rao’s Soup Misses the Mark on This Packaging Design.

Rao’s is a pasta sauce powerhouse, but their soup packaging tells a different story. 🎥…

This Retail Display Tells You Everything About a Brand in Trouble

A once-hyped CPG brand is showing serious signs of decline and it’s all right there…

Why This Parent and CPG Marketer Secretly Loves This “White” Bread 🍞

A subtle copy change. A clear packaging strategy. And a parent who also happens to…

Wait, Sargento Makes Crackers Now? Not Exactly

Sargento’s known for cheese, not crackers. But when we spotted “Cheese Bakes” in Chicago, we…

Is Coke Lime making a Comeback?

Coke Lime making an LTO appearance in October? Why? In this video, Christy spots the…

Why This Sapporo Can Stops Shoppers Cold

A masterclass in shelf impact. From its bold ribbed aluminum structure to its beer-glass silhouette,…

I Forgot What She Liked Until I Saw This...

Standing in the yogurt aisle, nothing was clicking. Not the brand. Not the flavor. Just…

Here's Why Nurri Changed it's Packaging Design at Costco

Christy’s back at Costco breaking down Nürrí’s bold new packaging and what it says about…

The Single Packaging Mistake That Could Kill 50% of This Brand’s Sales

What happens when design catches the eye but confuses the shopper? In this quick shelf…

What Does This Lighthouse Have to Do with Tuna? 🤔

In the 3-second shopper window, a lighthouse can sell tuna better than the brand name.…

Why KitKat’s Churro Flavor Display Is a Masterclass in Shelf Impact

What makes a display drive trial? In this quick Walmart walkthrough, Christy explains how KitKat…

Why This Heinz Display Is Driving Me Crazy!

At Target’s pickle and olive aisle, Christy spots a Heinz Relish squeeze bottle… upside down…

Why This Apple Packaging Is Hurting The Brand

Shoppers buy produce with their eyes first, and packaging can make or break the decision.…

Mary Ruth's packaging is clearly not built for the chaos of retail.

MaryRuth’s has great shelf placement but you’d never know it with bottles turned sideways and…

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Shopping the Pasta Set for Lessons in Packaging Design

In this episode of Shopping with Christy, we walk the pasta aisle to break down real-world packaging—from what catches the eye to what gets lost in the noise. You’ll see how smart brands shift from emotional storytelling to…

How Smart Packaging Helps Brands Win in Lowe’s Cleaning Aisle

*In this in-store breakdown, SmashBrand’s Christy Lebor walks the specialty cleaning aisle at Lowe’s to answer one big question: 🧽 Why is this category so hard to shop — and what makes some cleaning brands win while others…

The Branding Lessons Hiding in the Egg Aisle Every CPG Brand Should Know

What does the egg aisle really reveal about shelf strategy, brand equity, and consumer messaging? In this video, we break down a real-world category walkthrough—highlighting what brands like Vital Farms and Eggland’s Best get right, where private label…

Here's What the Salad Dressing Aisle Can Teach Us About Brand Blocking and Category Ownership.

What makes one salad dressing brand win over the competition? In this full salad dressing category teardown, we walk the aisles of Super Target to see what works and what doesn’t in brand blocking, color ownership, and form…

Boxed Wine Brands That Get It Right (and Wrong) – What Every CPG Marketer Should See.

What makes one boxed wine brand stand out while another blends into the shelf? In this full boxed wine category teardown, we walk the aisles of Kroger’s massive wine section to see what works—and what doesn’t—in packaging strategy,…

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Irish Spring Made A Big Mistake With This Club Store Packaging Design