Acti-V: Form follows function in Hong Kong
Campaign details
Category name: Food producersAgency: ElmwoodAdvertiser: Nestlé Hong Kong
Executive summary
Nestlé's Acti-V yoghurt was facing keen competition from an array of imported competitors, and its sister brand Dairy Farm because consumers were unsure of its point of difference and why they should pay more for it. In the year between May 2012 and May 2013, Acti-V's sales declined by -10%.
Our packaging redesign made the functional benefits appeal on an emotional level, whilst clearly illustrating the additional benefits of FORTIS® and why this was worth the price premium.
The...