Across global markets, packaging has moved from a cosmetic consideration to a measurable driver of sales performance. Nowhere is this shift more visible than in emerging economies, where rapid growth in retail and consumer packaged goods (CPG) is creating new battlegrounds for brands. In Africa, a continent where retail is expected to expand dramatically over the next decade, the role of packaging is not simply about design—it is about earning trust, competing for attention, and validating choices for a consumer base that is both price-conscious and brand-aware.
This global movement has placed agencies that specialise in data-driven consumer testing at the centre of the conversation. Among those leading the charge is SmashBrand, a U.S.-based agency with an outsized influence in the CPG industry. Founded in 2009 by Kevin Smith and Michael Keplinger, the company has built its reputation on eliminating guesswork from packaging and branding. Rather than relying on aesthetics alone, SmashBrand runs live consumer testing at every stage of development, refining designs until they meet clear performance benchmarks. Keplinger, who oversees testing and insights, often describes packaging as the “front door” of a product—an especially powerful metaphor in markets like Africa, where millions of new consumers are entering formal retail environments for the first time.
The logic behind testing is straightforward: in a crowded retail setting, first impressions can decide whether a product succeeds or fails. For multinational corporations expanding into African cities, this becomes more than a design question. It is a matter of ensuring packaging resonates across diverse cultures, languages, and shopping environments. SmashBrand’s methodology, known as the Path to Performance, is structured around validating these impressions before products ever reach shelves. By measuring consumer responses in advance, companies can minimise costly missteps and increase the likelihood of sustained growth in new territories.
For Kevin Smith, who brings both entrepreneurial experience and military discipline to his role as CEO, this approach is about protecting investment as much as it is about creativity. Having built and scaled brands into major retailers such as Walmart and GNC before launching SmashBrand, he emphasises that brand-building today demands more than intuition. Data, he argues, has to play an equal role in the creative process. That conviction has led SmashBrand to adopt contractual performance guarantees—an unusual move in the design world. If a design does not meet agreed-upon consumer performance metrics during testing, revisions are made at no extra cost. It is a bold proposition, but one that reflects a wider industry shift toward accountability.
The implications for African markets are significant. As regional producers look to compete with global giants, the ability to validate packaging before launch could serve as a competitive equaliser. For example, in categories such as personal care, wellness, and food and beverage—areas where SmashBrand has deep experience—packaging often acts as the primary advertisement. A well-tested design can cut through shelf clutter, build credibility, and help local brands stand beside international competitors in modern trade stores.
The broader CPG industry is beginning to recognise this. Over the past five years, the demand for research-driven agencies has grown in parallel with the rise of consumer choice. Where once awards and aesthetics defined design success, companies now measure outcomes in terms of purchase intent, shelf lift, and eventual market share. SmashBrand, with a client impact exceeding $20 billion in revenue, illustrates how far this shift has travelled. Their case studies consistently show that when consumers are placed at the centre of design validation, the results are tangible.
In many ways, the “testing wars” highlight a universal truth: consumers, whether in Lagos, Nairobi, or New York, make decisions in seconds, not minutes. As the African retail landscape continues to mature, the lesson from firms like SmashBrand is clear. Winning on shelf will not come from design intuition alone but from rigorous consumer validation. And in that race, the brands that prioritise testing may find themselves not just competing, but leading.
