The biggest challenge for this brief from Fonterra was the packaging update for Anchor Flavoured Milk had to work in up to 14 very diverse countries, across multiple languages. Based on research insights we moved away from the previously sports focused packaging, to a simpler, bolder design that heros flavour and has the personality and stand-out to connect with younger consumers and transcend language barriers.
Strong, visual point-of-sale was a must to help communicate the packaging change and grow the brands share across these markets. We brought the packs to life on the comms. touch-points so if you couldn’t read you would still understand the message.
Packaging, point of sale, vehicle livery, trade presenters, promo give-aways, outdoor advertising.