Friendship Dairies needed a way to reach 100% of their target audience. How? By bringing a little colour and sass to the dairy case. With packaging becoming the new POS, especially when it comes to clean stores, it was decided to amplify Friendship’s fun personality at the dairy case to a point where even their competitors’ consumers couldn’t help but love ‘em. With a sophisticated package redesign, Friendship was able to elevate their brand’s personality, as well as shopability—filling an unmet need in the cottage cheese category.
As a result of qualitative and quantitative testing, asking consumers what was most important to them, they were able to give them exactly what they wanted. Sassy lid and tub discovery lines were also added to introduce a fun, witty dialogue at shelf, and to help differentiate from competitors with Friendship’s “all natural” stance.”
Shopability was strengthened with the migration to single key colours. These new bright and punchy key colours make an impact on the shelf especially when viewed as a family. Because shoppers look for milkfat percentage first, each variety’s percentage font size was increased by 400%, allowing shoppers to find their favorite SKUs quickly and be on their way. Brand recognition was also improved by increasing the size of the iconic dove.
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