The 'better for you' category is growing at breakneck speed - and Unilever wanted a spoonful of the action. They came to 1HQ with a new product offering that sounded almost too good to be true: a high protein, low sugar, low calorie, but utterly delicious ice-cream. The overall objective was to successfully enter this new category, convincing health-conscious millennials that Breyers had made a seemingly impossible snack, possible.
We worked with the Breyers Delights team across strategy, design and implementation to create a tasty new treat. The packaging was deliberately designed to reflect the disruptive nature of the product, going against the pared back codes of the category and instead embracing a bold colour palette and typography, created to stand out on shelf. After all, this is a product that deserves to be noticed.
Breyers Delights has been launched in 10 markets across Europe, performing at +12% compared to Unilever's original forecasting.
BRAND POSITIONING, DESIGN STRATEGY, PACKAGING DESIGN, BRAND COMMUNICATIONS, IMPLEMENTATION