It was great to see Akashi-Tai feature in a Digital Arts article about trends in spirits brands from around the world.
Despite the fact that sake isn’t actually a spirit drink, interestingly, the design solution that we created is in keeping with current trends within the global spirits drinks category.
Read the article in full here
Our colleagues in Australia were delighted to announce their relaunch with newly appointed CEO, Dominic Walsh leading the business from our newly created Sydney office. CCO, Bob Price will be working in partnership with Dom, based in our established Melbourne office.
The news was picked up by a few media titles which we have included below:
Marketing Communication News
We love a good debate.
Our Managing Director, Liz, shared her opinion with City AM on why she believes it’s a good business strategy to attempt to trademark a product’s shape, as Kit Kat tried to do.
Read both sides of the debate here.
Liz, our Managing Director gets quoted on the future of canned food as part of The Grocer’s canned and ambient report 2018.
Read the full report here
Laurie shared her thoughts on personalisation and limited edition strategies with Food Bev.
We are noticing more and more limited edition packs launching as we seek greater experiences and deeper interactions with the brands we buy.
Limited edition packaging designs are fascinating. Done well, they have the power to boost the sales of a brand to astronomical heights – just look at Coke’s ‘share a Coke’ campaign which was introduced in Australia in 2011 and is returning for its fifth consecutive summer appearing in over 100 countries.
In the most part, limited editions are successful in driving brand engagement as consumers become advocates for the brands they love, sharing positive news about brands for free.
To convert consumers into brand advocates, brands need to give them something to share and talk about – think ‘instagrammable packaging’. If a drinks bottle has a unique shape or colour, it can quite easily become a collectible item – think Moet & Chandon bottles being used as candle stick holders. Or how about retro tea tins such as Lipton and Yorkshire tea being used as storage boxes?
It’s worth noting that a personalisation campaign is considerably different to a limited edition. The origins of personalisation are rooted in luxury spirits brands which is no surprise as personalisation remains expensive. The Whisky Exchange offer a bespoke engraving service across a wide range of drinks bottles from Champagne to Rum brands.
An example of a personalisation campaign operating at a mass level is the Heinz ‘Get Well Soup’ campaign which encourages consumers to purchase a personalised can for £3.99 via Facebook, simply by providing the name of the person to be featured on the can. By adopting this strategy, Heinz can achieve scale and charge a premium at the same time.
A personalisation campaign can go beyond anything a limited edition can offer as personalisation plays on basic human needs such as feeling valued and recognised. But the cost implication can be huge if scale isn’t achieved. Adopting an integrated approach by utilising a combination of marketing channels to reach consumers is essential for success.
In the future, personalisation will still exist, but we will see a rise in limited editions as a more cost-effective vehicle to drive brand engagement and advocacy.
(We’ve included a snapshot of the article above in the absence of a digital version appearing on Food Bev online)
We were pleased to read in the news that Creamfields has launched – one of eight brands that we created for Tesco to replace a selection of Everyday Value food lines.
Read the full article in The Grocer here
Supreme Petfoods asked us to create packaging design for the latest addition to their Tiny Friends Farm range – an eco-friendly bedding product.
We wanted to ensure that the design of the bedding would compliment the existing Tiny Friends Farm look and feel, whilst effectively communicating its green credentials.
Soft on paws, highly absorbent and virtually dust free; the bedding is made from surplus paper from paper mills, which would have otherwise been sent to landfill. The bedding can be disposed of responsibly and the packaging is recyclable.
We are pleased to share the news that Akashi-Tai has won Best New Packaging at the International Beverage Awards at Drink Japan 2018.
Click here to view the case study.
Do you have a survival strategy in place for your brand?
With start up brands taking significant market share from FMCG giants, our Managing Director, Liz, shared some thoughts with City A.M on how brands can implement strategies for survival.
Read the article full here
Laurie shared her thoughts on the sports nutrition category and what the future holds for brands keen to grow in this crowded category with Food Bev.
The sports nutrition category has been historically rooted in science, with functional language and design featuring heavily. Given the rise of the casual ‘keep fitter’ and an increased interest in healthy living from consumers, now is the time for sports nutrition brands to shift their thinking and talk to consumers in an informal way that easily communicates the benefits of their products, rather than purely focusing on the ingredients.
Moving from intimidating language such as ‘extreme whey protein’ to gentler communication such as ‘run recovery’ or ‘gym workout’ is necessary to attract those consumers who perhaps don’t take such a serious approach to fitness.
We are noticing brands such as Grenade’s Carb Killa ready-to-drink protein shakes increasing in popularity and availability as even mildly fitness conscious consumers seek to find an easy way to increase their protein intake. Trek is another brand tapping into the trend for those consumers seeking a more active lifestyle with their range of protein energy bars which are vegan and gluten-free too. Just look at Muscle-Food who have launched a range of easy-cook curry kits aimed at fitness-conscious shoppers.
If this is the future of the sports nutrition category, the big brands are going to have to think seriously about the direction they are taking their brands so they don’t fall by the wayside.
(We’ve included a snapshot of the article above in the absence of a digital version appearing on Food Bev online).
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