Lactalis Nestle Chilled Diary – Ski

Packaging
Branded Food & Drink
Coley Porter Bell

EXECUTIVE SUMMARY

Marketing folk, to their detriment, often forget a brand's roots. The Ski re-launch is the story of a brand that had very strong roots but by neglecting them was losing its way. The business was suffering and its very survival was threatened. The brand re-discovered its heritage, returned to its roots and successfully re-launched; enjoying re-listing and sales growth of over 20% value and volume.

Ski fruit yogurt has a place in many of our hearts; it was the first fruit yogurt a whole generation of yogurt lovers ate. Launched in Britain in 1963, it introduced Britain to fruit yogurts for the first time. But, though an iconic brand, by 2008 it was threatened with delisting. Over the course of this century, the brand had lost its way, and half its value.