Design consultancy: PearlfisherAdvertiser: Nestlé USA
Executive Summary
Lean Cuisine's redesign represents a stunning reversal of fortune. Both the brand and the category it dominates in the United States were in steep, long-term decline, starved of affection from even its longstanding loyalists – until Pearlfisher's new packaging hit the shelves and reversed the decline immediately. Yes, immediately.
Lean Cuisine's new look arrived on shelves in mid-May 2015. Within a week, sales declines slowed; within a month, they stopped. By July 2015, the brand was in growth for the first time in seven years. In those few weeks, Lean...