New Package Design Communicates Real Ingredients to Differentiate Brand From Its Competition
TORONTO--(Marketwire - April 14, 2010) - Anthem Worldwide, a Schawk (
At Nestlé, dedication to producing high-quality, innovative and nutritious foods is the essence of their Good Food, Good Life philosophy. Today, over a century after Nestlé was founded, nutrition is more than ever the key to the Company's future.
Erin Lazer, marketing manager, packaged ice cream at Nestlé Canada, said, "The relaunch of Real Dairy was centered around what consumers are looking for -- less processed products made with "real" ingredients. After developing a more natural recipe, we turned to Anthem Worldwide to bring the new concept to life at shelf as well as help the brand truly differentiate itself. They've done an incredible job of accomplishing our objectives and creating the most attractive Real Dairy package design yet."
Gary Oakley, creative director of Anthem Worldwide's Canada office, commented, "Anthem explored three possible creative entry points: Wholesome, Real Ingredients; Rich & Creamy; and Pure, Simple Flavours. The territory of real ingredients became our focus to best support bringing the 'real' back into dairy."
Oakley, added, "To visually support and communicate Nestlé Real Dairy, Anthem centered its design on the 'real' ingredients, providing easily identifiable flavour cues of a cream pitcher, milk jug, sugar, and eggs. Through pure and simple, yet appetizing food photography, Anthem's new package design elevated the nutritional value of the brand to the consumer and increased shelf presence to create a clear point of differentiation from the competition."
Lazer added, "Anthem's clean colour palette and simple design architecture solution communicates a compelling and consistent brand experience that allows for additional line extensions and future innovations. As a result of this design success, the Nestlé Real Dairy frozen yogourt and ice cream lines have been able to expand distribution by approximately 50 and 15 percent respectively, including full distribution of the entire line at Metro banners in Ontario & Quebec."
Anne Dean, managing director of Anthem Worldwide's Canada office, said, "Anthem helped Nestlé create a distinct and sustainable point of difference between Nestlé Real Dairy and the competition by delivering on the promise of 'real' ingredients. Anthem worked very closely with Nestlé to ensure our design solutions reinforced the credibility behind Nestlé Real Dairy's 'natural' positioning and their commitment to good health through nutrition."
Anthem Worldwide, a Schawk Strategic Design Company, is an integrated global network that provides innovative solutions to articulate, unify and manage brand impact. Anthem creates compelling brand experiences by aligning its strategic, creative and executional talent worldwide with the business needs of companies seeking a competitive advantage. Anthem offers a full range of branding and design services to our clients including Campbell's, Coca-Cola, E-Mart, Foster's, General Electric, Hbc, Kimberly-Clark, Microsoft, Nestlé, Procter & Gamble, Revlon, Safeway and Unilever. For more information on Anthem, please visit http://www.anthemww.com. Follow Anthem on http://twitter.com/anthemworldwide.
Schawk, Inc. is a leading provider of brand management services, enabling companies of all sizes to connect their brands with consumers to create deeper brand affinity. With a global footprint of 48 offices, Schawk helps companies create compelling and consistent brand experiences by providing integrated strategic, creative and executional services across brand touch points. Founded in 1953, Schawk is trusted by many of the world's leading organizations to help them achieve global brand consistency. For more information about Schawk, visit http://www.schawk.com. Follow Schawk on http://www.brandsquare.com and http://twitter.com/brandsquare.
Nestlé Canada Inc. is dedicated to producing high quality, innovative and nutritious food for all Canadians to enjoy. Today, Nestlé Canada, Inc. employs approximately 3,500 people in 21 manufacturing, sales and distribution sites across the country. For more information on Nestlé Canada, please visit http://www.nestle.ca.