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


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.


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