The new pack is designed to overcome the perception that lower fat products taste less good than their fullfat versions. A statement on the pack from the agency said that the brief called for &ldquoinstant shelf appeal&rdquo for a brand that is &ldquoheavily reliant on the packaging to deliver its &lsquobesttasting 0 yoghurt&rsquo message&rdquo. While blindtesting of the product showed good results, the new design also had to overcome the perception of the previous pack and product as &ldquobland, &lsquomumsy&rsquo and unappetising&rdquo, the agency said.
The agency said that the 0 yoghurts had adopted the &lsquoshape delights&rsquo brand name, which had seen success with a range of desserts. For the new yoghurt launch, product adopted the &lsquoshape delights&rsquo branding, improved its recipes, launched new variants and redesigned its packaging. The agency said &ldquowe 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. &ldquothe story we wanted was clear &ndash these are
The tastiest nofat yoghurts &ndash but mouthwatering photography is available to all, and we needed something more powerful and ownable. &ldquothe idea that stood out in our pitch, and in research works by enfolding the luscious fruit in an sshaped, curving swirl of product, so that taste becomes part of the brand identity. &ldquowe call it &lsquolick into shape&rsquo, and we&rsquore expecting sales to do just that when the new packs hit the shelves next week.
