ADVERTISING & PROMOTION: Design Choice - Ferrero Rocher

Manufacturer: Ferrero

Manufacturer: Ferrero



Product: Ferrero Rocher Pyramid



Country of origin: Italy



Yes, it’s that time of year again: Christmas pressie buying

dominates.



Not such a problem for those special gifts where budget is no object,

but what about those little thank-yous, or gifts under a tenner for the

unexpected guest?



It is in this area where real imagination and taste is needed, and

unfortunately there are very few mainstream brands in the food and drink

sector that cater for both.



My particular gripe is the boxed chocolate sector. Christmas seems to

bring out the worst in many brand custodians as we are hit with bows,

gold ribbons and that particular favourite ’the 500g pack works well

throughout the year, so we’ll just ask our packaging suppliers to size

it up to a 1.5kg box’. For some brands this may be wholly acceptable,

but I happen to think they may be missing a trick or two.



A recent visit to Woolworths, however, has lifted my Christmas spirits:

Ferrero has created a Ferrero Rocher Pyramid. The equity of the clear

box has been retained, which shows the product off in all is glory. And

the pack shape itself is made for both gifting and hospitality, creating

the right balance between cost and specialness.



It also achieves that all-important objective: appealing to a mainstream

audience while managing to break out of the sea of sameness.



The Ferrero Rocher Pyramid works well, not only from a design

perspective but commercially, too. The brand personality is on show

while the uniqueness of the packaging makes it a bit special. (For a

millisecond I was even transported to the ambassador’s party).



The proof is, of course, that the Ferrero Rocher Pyramid is one of the

fastest selling boxed chocolate packs on the market this Christmas and

is practically flying out of the shops.



Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

Virgin, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer
Mumsnet admits users' emails and passwords accessed via Heartbleed bug
Thetrainline.com backs 'rubbish' mobile app with TV ad
Powerade launches global World Cup campaign
Subway considers taking fast food to fast lane with F1 sponsorship
Burberry's flagship Shanghai store facade responds to weather changes
Ikea splurges 'grey' Belgium with colour
Grim outlook for Tesco boss Philip Clarke ahead of expected profits fall
Thomson to create first crowd-sourced wedding decided by Facebook fans
Currency wars meets origami in Alpari FX trading ad campaign
Amazon rumoured to launch 3D smartphone in September
Facebook to allow European users to store and transfer money on site, claims report
Unilever pilots multi-brand advertising with YouTube beauty channel
Lego, Coca-Cola, Net-a-Porter, Bitcoin and AOL: the digitally creative brands