In 2014 Viva Milk and the Viva Daily Win promotion were refreshed and renewed with new packaging and a new consumer competition.
Jellybean designed initial concepts for the new packs exploring a number of different routes. These were tested in school focus groups and with key Education Sector buyers. The most popular creative executions were then tested online with the secondary target audience parents with children.
The winning route was bright, fun and linked the product back to its fresh milk association. It appealed to both secondary pupils and buyers.
The new packaging was launched in May to coincide with the launch of the new Viva Daily Win 2014 promotion.
The re-design has fulfilled a number of branding and commercial objectives. The new packaging based on consumer insight and design feedback gave the sales force a door opener to sell in to new LEA’s and schools and also created great PR mileage. Most importantly however, the pack redesign gave Pritchitts a new look range and sales promotion that they knew would engage the discerning target audience of savvy kids.
The Viva Daily Win promotion continues to go from strength to strength helping to make Viva Milk the best selling milk brand in schools, with an impressive 30% grown in sales since it started.
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