Clover

Dairy Crest, a dairy products brand, demonstrated the natural origins of its Clover butter by redesigning its packaging to feature a cartoon nature setting to attract UK customers.

Design consultancy: BrandOpusAdvertiser: Dairy Crest

Executive Summary

A changing landscape and a declining category

With intense price competition and reduced consumption contributing to a perfect storm of falling sales across the spreads category, Clover, one of the leading brands was struggling to maintain performance. At the end of 2015, the £80M brand, was in decline (-12.1% value, -10.5% volume over 52 weeks). The brand was declining in line with the spreads category (-11.3% value, -9.5% volume) but had lost -0.5pt of value market share of the total butters and spreads category (down to 7.1%).

The Clover decline...

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