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May 23, 2017

Testing the power of new packaging

by Mary Anne FitzGerald - Client Services Director

Testing the power of new packaging

I was scrolling through PIG WORLD, the voice of the British Pig industry last week and discovered that Richmond, the nation’s favourite sausage is revamping its range with a new packaging design. Out with plastic feeling packs and in with new paper like packaging to give a more “natural and higher quality feel”. The design will now feature illustrations of rolling fields, synonymous with the Irish countryside. The eagle eyed amongst you will also notice that the brand seems to have gained a few years of provenance too with the proud proclamation of ‘Our own Irish recipe since 1889’.

On a more functional level, the Perfect Bake range is being rebranded to Oven Ready reminding shoppers about the oven ready griddle in the tray no doubt and the new design comes complete with meal inspiration photography. Sarah Davies, Senior Brand Manager for Richmond said: “We are certain that the rebrand will be a hit with shoppers. The new packaging design and high-quality feel has tested extremely well with consumers.”

In order to entice new consumers, Vita Coco has broken out of the carton and has launched a new 750ml PET bottle to sit alongside the existing Tetra range. “We have witnessed more and more consumers shop by pack type, alongside making their product and brand choice, so we want to ensure we have a solution to meet PET seeking consumers’ needs as well as the needs of our existing tetra-lovers.” Said Giles Brook , EMEA CEO. The brand was keen to reassure consumers, and supported the launch with a “New Look same Great Taste” campaign.

13 year old Higgidy is not only changing its packaging but its brand identity too and has been giving consumers a taste of what is to come. And wisely so.

The new design, based on the brand’s new strategic positioning of ‘the best food always looks a bit Higgidy’, champions the hand finished nature of Higgidy’s pies, quiches and sausage rolls. The packaging for each of the 33 skus is based on an eclectic collection of ceramic plates and abstract images inspired by the recipes.

Mark Campbell, Higgidy Managing Director, commented: “Category and consumer insight have driven our thinking at every step and we wanted to take a completely new approach to re-energise the category.”

It’s a brave new look which will certainly create standout on shelf and appeal to the target Higgidy consumer but out of interest, when seen front on, can you tell which sku is which?*

Understanding consumers and the relationship they have with your brand is key to any successful rebrand. And that’s not always straightforward as even a mega brand like Tropicana found back in 2009 when it famously got its new look spectacularly wrong.

Sales dropped 20%, the brand lost $30m and within a month, the decision to reinstate the old packaging was made. Why was it such a flop? Because Tropicana changed too many brand elements at once: new logo, new typography, new slogan, new image, new lid (even though it was the shape of an orange). This ultimately confused consumers at the point of purchase. They just didn’t recognise Tropicana and turned to other brands in droves. “We underestimated the deep emotional bond consumers had with the original packaging” said Mr Chapman, President of Tropicana North America at the time.

They underestimated? That’s as bad as to assume, and we all know what that spells…

*The Higgidy peacock design is Spinach, Feta & Roasted Red Pepper Quiche.

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Retail, Marketing, Packaging

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