Activia
Raspberry.
How do you launch a new flavour into an existing range without the promotion swallowing the news?
© Grafit
The brief
During the period when I was working for the agency Grafit, vanilla and strawberry already existed. Raspberry comes to complete the flavour range : a pack that has to look like the other two and stand apart from them at once, then roll out across every launch material.
The challenge
Two messages on the same surface. The news — raspberry flavour, limited edition — and the promotion. Marketing defends the first, sales defends the second: that's where the design is decided.
What marketing wants
“The product big, the concept, the beautiful raspberry bursting out of the wobbler.”
The brand green, the cut-out raspberry, the pot in full glory. The Activia world stays intact.
What sales wants
“A shelf you can see from 10 km away, with 1+1 written large.”
The “1+1 FREE” readable from ten metres, the bilingual FR/NL mention. The shelf stands out from afar.
I listen to both, then I draw the answer : the cut-out raspberry breaks out of the frame, the words "raspberry flavour" stay legible on every medium, and the promotion gets its own zone instead of covering the product. The launch then rolls out across every visibility material, from the shelf stopper to the tasting stand.
On the shelf
The same launch worked out on every visibility medium: wobbler, leaflet, tasting stand.
© Grafit
On screen
The same image carried into the web banner, social media and city screens.
© Grafit
Credits
- Client
- Danone
- Agency
- Grafit (now closed)
- My role
- Packaging design, in-store material, extensions
- Team
- Project carried out as a team within the agency
Another case study
© Grafit
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