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Anthem Worldwide helps Nestlé bring 'real' back into dairy

Posted by: Anthem

Date added: Mon 19 Apr 2010

Anthem's new packaging design for Nestlé Real Dairy 'Natural Ice Cream' communicates real ingredients to differentiate the brand from its competition

Anthem Worldwide, a Schawk (NYSE: SGK) Strategic Design Company, whose integrated global network provides innovative solutions to articulate, unify and manage brand impact to create compelling and consistent brand experiences, announced that it has helped Nestlé Canada Inc., a subsidiary of Nestlé S.A.—the largest food company in the world—bring its Nestlé Real Dairy “Natural Ice Cream” positioning to life in Canada with new packaging designs that clearly differentiate the brand within the category.

At Nestlé, dedication to producing high-quality, innovative and nutritious foods is the essence of their Good Food, Good Life philosophy. Today, over a century after Nestlé was founded, nutrition is more than ever the key to the Company’s future.

Erin Lazer, marketing manager, packaged ice cream at Nestlé Canada, said, “The relaunch of Real Dairy was centered around what consumers are looking for—less processed products made with “real” ingredients. After developing a more natural recipe, we turned to Anthem Worldwide to bring the new concept to life at shelf as well as help the brand truly differentiate itself. They’ve done an incredible job of accomplishing our objectives and creating the most attractive Real Dairy package design yet.”

Gary Oakley, creative director of Anthem Worldwide’s Canada office commented, “Anthem explored three possible creative entry points: Wholesome, Real Ingredients; Rich & Creamy; and Pure, Simple Flavours. The territory of real ingredients became our focus to best support bringing the “real” back into dairy.”

Oakley added, “To visually support and communicate Nestlé Real Dairy, Anthem centered its design on the “real” ingredients, providing easily identifiable flavour cues of a cream pitcher, milk jug, sugar, and eggs. Through pure and simple, yet appetising food photography, Anthem’s new package design elevated the nutritional value of the brand to the consumer and increased shelf presence to create a clear point of differentiation from the competition.”

Lazer added, “Anthem’s clean colour palette and simple design architecture solution communicates a compelling and consistent brand experience that allows for additional line extensions and future innovations. As a result of this design success, the Nestlé Real Dairy frozen yogourt and ice cream lines have been able to expand distribution by approximately 50 and 15 percent respectively, including full distribution of the entire line at Metro banners in Ontario & Quebec."

Anne Dean, managing director of Anthem Worldwide’s Canada office said, “Anthem helped Nestlé create a distinct and sustainable point of difference between Nestlé Real Dairy and the competition by delivering on the promise of “real” ingredients. Anthem worked very closely with Nestlé to ensure our design solutions reinforced the credibility behind Nestlé Real Dairy’s ‘natural’ positioning and their commitment to good health through nutrition.”

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