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Nestle packaging redesign boosts yoghurt sales in Hong Kong

2014-12-10 23:58 4077

HONG KONG, Dec. 10, 2014 /PRNewswire/ -- Elmwood, the global brand and design consultancy has worked with Nestle on a redesign of the packaging for their Acti-V yoghurt range. The new-look packaging has resulted in a substantial double-digit growth in product sales, as well as a significant increase in overall yoghurt market share in Hong Kong. The successful project scooped a Silver award for 'Best Use of Packaging' at the prestigious Transform Asia Pacific Awards on 19th November, which recognises effectiveness in brand development, reputation management and transformation work.

Acti-V is a functional yoghurt containing special ingredients that appeal to health conscious shoppers, like its unique ingredient FORTIS®, a bifidobacterium that aids digestive health. Nestle appointed Elmwood to reposition and re-invigorate the product on supermarket shelves. The key challenge was to develop a design language for the brand's packaging that would clearly communicate the superior benefits of the product, make it easy for customers to navigate, and create real stand out on the shelf, in order to justify the premium price and increase sales.

Elmwood's new design concept cleverly plays on the functional elements of the yoghurt to create emotional appeal with customers. The outlined shape of a female torso and hips speaks to its target audience and allows Elmwood to bring to life the magic of FORTIS®, while the bespoke fruit kaleidoscopes are designed to catch the consumer's eye. This approach is a refreshing alternative to competitor packaging, which uses pictures of fruit and ingredients to show flavours.

The result of the redesign was a substantial growth in product sales within the Acti-V range, year-on-year (2013-2014), and a double-digit percentage rise in Nestle's overall yoghurt sales, enabling them to outperform the market, and even marginally grow the yoghurt category in Hong Kong as a whole.

Elmwood and Nestle were awarded a Silver in the 'Best use of Packaging' category, for the Acti-V redesign at the Transform Asia Pacific Awards in November. The Transform Awards are a celebration of the very best in brand development, reputation management and transformation work.

Julie Cheng, Senior Consultant at Elmwood said: "We are thrilled to see the real impact of our redesign for Acti-V come to life. It was important for us to capture and communicate the premium nature and functional benefit of the product, and the results have been astounding. We are also delighted to be honoured with a prestigious Transform Asia Pacific Award for the project and we look forward to working with Nestle in future."

About Elmwood

Elmwood is the world's most effective brand design consultancy. A bold statement, but true. We've won more Design Effectiveness Awards than anyone else in the history of the scheme, recognition of our work's commercial success. Elmwood began as a small, local agency in 1977, and whilst we now have studios in Leeds, London, New York, Singapore, Hong Kong and Melbourne, we're still very much independent. 

We've been accredited a 'Silver' standard by Investors in People and made the Sunday Times' 'Best 100 Companies to Work For' in 2008 and 2011. We work right across the board from insight and strategy, to creative and design, and can tick off a long list of sectors including retail, government, sport, media, FMCG, B2B and more. Our joint ventures also mean we can offer specialist services in sustainability consulting, industrial design and environmental design.

So that's Elmwood in a nutshell for you -- there's plenty more at elmwood.com

For more information please contact Julie Cheng, Senior Consultant on +852-3753-7027.

Source: Elmwood
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