The evolution in auto lighting technology has outpaced consumers understanding of improvements and differentiation between product offerings. OSRAM SYLVANIA engaged Group 4 to help inform consumers of their high performance SilverStar® line of headlights and their significantly better downroad and peripheral lighting capabilities.

Group 4’s research defined these key attributes and helped frame new packaging communications that distinguished SilverStar from OEM lighting providing consumers easy to understand choices and OSRAM SYLVANIA with a clear step-up strategy.

The new packaging’s ShelfEffect? A 15% increase in same store sales of SilverStar’s premium SKUs