http://www.packagingnews.co.uk
Design agency Osborne Pike has created a new look for yoghurt brand Shape’s 0% variant in a bid to persuade shoppers that the low-fat version tastes as good as its full-fat cousin
The new pack is designed to overcome the perception that lower fat products taste less good than their full-fat versions.
A statement on the pack from the agency said that the brief called for “instant shelf appeal” for a brand that is “heavily reliant on the packaging to deliver its ‘best-tasting 0% yoghurt’ message”.
While blind-testing of the product showed good results, the new design also had to overcome the perception of the previous pack and product as “bland, ‘mumsy’ and unappetising”, the agency said.
The agency said that the 0% yoghurts had adopted the ‘Shape Delights’ brand name, which had seen success with a range of desserts.
For the new yoghurt launch, product adopted the ‘Shape Delights’ branding, improved its recipes, launched new variants and redesigned its packaging.
The agency said: “We believe that success in packaging is all about focusing on the emotional cues that will engage the consumer and inspire them to tell themselves the right story at the point of sale.
“The story we wanted was clear – these are the tastiest no-fat yoghurts – but mouthwatering photography is available to all, and we needed something more powerful and ownable.
“The idea that stood out (in our pitch, and in research) works by enfolding the luscious fruit in an S-shaped, curving swirl of product, so that taste becomes part of the brand identity.
“We call it ‘lick into shape’, and we’re expecting sales to do just that when the new packs hit the shelves next week.”
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