Delta Cream - Packaging Revitalization
The Challenge: Delta, the number one brand in Greece in the dairy category, hired Brandessence / CBX for the revitalization of the packaging of its cream products. Along with the packaging re-design, Delta was introducing a new, easy to open container.
The Solution: An audit of the cream category was conducted as a first step. The entire category, with few exceptions, utilized similar category and product cues on pack. Namely depictions of whipped cream and strawberries. Consumer research was also conducted I order to detect consumer needs and wants. The new packaging solution was based on the “enabling the cook to cook great” concept, while also not abandoning the category cues by which the consumer shops the category. Real photography of a surprised female cook was used on pack. The new Delta cream pack, along with its easy to open container, is highly differentiated from the competition and has gained awareness and preference since its launch.