Do the wrong thing.
In a category where consumers just bought on flavour we saw the problem. Fresh’n Fruity was doing everything right, but that was so wrong. The flavour was the most prominent thing on their pack, but it was on everyone else’s too. So we turned the model on its head, swam against the tide, and made each pack a billboard, literally and figuratively. It worked. Fresh’n Fruity immediately jumped into double-digit growth and absolutely creamed the competition. There’s a salient lesson; category conventions are never a substitute for independent thinking.
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“Dow have provided more than leading design. They have provided valuable strategic input and objective brand insights.”
— Peter McClure, Managing Director, Fonterra Brands Ltd.
“The imaginative, colourful, and bold design of Fresh n’ Fruity was a huge hit with readers of The Dieline.com when we featured it on the Website in September.”
— Andrew Gibbs, Editor in Chief of The Dieline