Low calorie is often shorthand for a low rating on the ‘taste-ometer’.
But that’s not always the case.
In fact, on extensive in-agency lunchtime testing, this new Weight Watchers luxury hot chocolate was winning hands down against all its
competitors. It even did as well as the ever so tasty non-low-cal market leader.
That was all the inspiration we needed. What had been a boring, bland pack very quickly started to look like the smooth, creamy, ever-so velvet, lap-of-luxury drinking chocolate nobody would dream was a low-calorie Weight Watchers product.
Then, when it started to fly, along came the varieties and the sachet single-serves until the shelf became one brand. Which is how we like it.
- Brand strategy
- Packaging design