MUMBAI: Wow Design, a strategic brand design consultancy, has associated with Hershey’s for strategising the packaging design for its new range of healthy flavored milkshakes.
Evolving Indian consumers prefer richer, superior experiences when it comes to food and beverages as they are exposed to it on global excursions. The health foods category in India too is slowly evolving to meet with the consumers preferences.
Wow Design is a strong believer in creating elegant and impactful packaging, as it’s the face of any brand and allows an interaction of only a few minutes with the consumers before they make up their mind.
For Hershey’s product launch, Wow Design evaluated both – the current brand drivers and the challenges in launching a product that would appeal to both the buyer (mothers) and the consumer (Kids). These drivers were – existing equity with the consumers in delivering rich experience on taste, flavor and mouth feel and an aspirational imagery attached to the brand. The challenge was to find a fine balance between delight for kids and healthy goodness for mothers in a pack of milkshake while exhibited on the same shelf as its Indian competitors.
A thoughtful decision was taken to leverage on the richness and consistency of the product to establish it as a milkshake versus the available flavored milk products. The designs stemmed from the core concept of it being the ultimate healthy milkshake that kids deserve.
The final result was clean, yet communicative range of packs that retained the global appeal of the brand Hershey’s and connected effectively with the health-conscious Indian consumers.
Wow Design partner and executive director Deepti Kshirsagar said, “The design strategy needs to work for the dual target audience – one the consumer and second the decision maker. Coming from an aspirational yet familiar international brand like Hershey’s, the trust aspect for the mothers and tastefulness for the kids could be taken care of with a prominent brand endorsement in the design. The challenge was to imbibe the healthy goodness of the product, as that becomes a primary concern for the mothers and impact decision making to a large extent. ”
Wow Design partner and executive director Saswata Das said, “The rapid growth of the flavored milk beverages category in India has attracted many global players like Danone and even Coca-Cola to enter this segment. We helped Hersheys’s to take on the Indian players and charge a premium for their unique positioning and fortification benefit.”
