The new packaging design of «Toptyzhka» breaks the records.
Redesign of a dairy products brand for kids «Toptyzhka» increased sales of our client «Sarapul Milk» onto 126% in the first months of sales without any advertising.
It proves the fact – that the packaging design is the most important tool of communication with the consumer at the sales point. Read next to learn about this case.
+ 126% growth of sales without any marketing activity and 78% net profit growth is an excellent result that appeared to be a big surprise to our client. How?
Background.
«Toptyzhka» is a famous dairy brand for the kids produced by «Sarapul Milk». The brand has its history and loyal consumers «at home» in Izhevsk and Udmurtia. Packaging design of «Toptyzhka» underwent no changes before. Being compared to the competitors the product doesn’t look catchу and isn’t attractive neither to the children nor to their parents. It’s time to change.
«Toptyzhka» is a famous dairy brand for the kids produced by «Sarapul Milk». The brand has its history and loyal consumers «at home» in Izhevsk and Udmurtia. Packaging design of «Toptyzhka» underwent no changes before. Being compared to the competitors the product doesn’t look catchу and isn’t attractive neither to the children nor to their parents. It’s time to change.
The task.
New packaging design is to be modern catchy and attractive. Our goal was to revive interest in regional brand that was losing its popularity. People started to buy products of the federal brands and foreign competitors. These products were spread widely in the region.
New packaging design is to be modern catchy and attractive. Our goal was to revive interest in regional brand that was losing its popularity. People started to buy products of the federal brands and foreign competitors. These products were spread widely in the region.
One more important thing was at the stage. The client did not want to change the image of the hero and the logotype of «Toptyzhka» referring to the fact the consumers were used to it and the trademark was registered (patented).
Solution.
How to convince the consumer in fact that the design has to change radically? Our technology –Consumer board helped us. People working in our team for example have children of an age of the target audience. Each of them brought the object from the everyday life life of their kid – the things their children watching, they interested in, the things they live with. We collected all the objects and put it on the board. That’s how the world of children looks like now.
How to convince the consumer in fact that the design has to change radically? Our technology –Consumer board helped us. People working in our team for example have children of an age of the target audience. Each of them brought the object from the everyday life life of their kid – the things their children watching, they interested in, the things they live with. We collected all the objects and put it on the board. That’s how the world of children looks like now.
Let see what happens when we insert the current packaging design of «Toptyzhka» into this world. The results are obvious. Consumer board represents the fact the old design can’t find a place in the world of a modern child.
After that experiment the client fully accepted the radical changes in the design. Several generations of children already grown up since the first design was released. Each of the generations has its own heroes and values. The target audience and brand lived in different worlds and that is reason why an interest in the brand was fading. Our major task was – to return the «Toptyzhka» brand into the world of a present-day child.
We realized that the new design of «Toptyzhka» favorable among the children wins just a half of the battle. We should win the trust of the parents or rather of a mother. She decides what she will buy to the child and she needs to know:
- What the product is it?
- Can she trust it?
- What are the values of the product?
- Why should she buy it?
The images of the competitors’ products made a positive impression on moms. As a result we had all the necessary tools to solve the major task – the overview of the present-day children’ world and the images of the competitors’ products. New design for «Toptyzhka» has to meet these two criteria.
We prepared some sketches, images of the bear and logotypes. Together with our client we held the interviews on the new designs among the children and their moms in order to find out the leader – design.
Most loved our concept «Bear in the box». So we placed the packaging with the chosen design onto theConsumer board. As a result we saw a complete match.
The launch of the new design was targeted to the beginning of a new school year. «Toptyzhka» products were distributed in many schools taking part in a «School Milk» local social program and became a favorite character of many children.
Tips:
1. Study constantly your consumer especially teens and the children.
Follow the world of your target audience. The Consumer board technique will help you.
Follow the world of your target audience. The Consumer board technique will help you.
2. A consumer and a buyer can be different people.
In our case children are the consumers and their parents make the decision on the purchase. A brand have adored by children and trusted by their parents.
In our case children are the consumers and their parents make the decision on the purchase. A brand have adored by children and trusted by their parents.
3. Don’t be afraid to change.
The life cycle of brands for children and teens is much shorter than brands for adults. These two target audiences need “to be entertained” constantly and frequent changes; Keep providing your audience with something new and constantly attract their attention. The nature of the changes can be small or radical but you should always keep in mind that in 5-7 years a new generation of children will grow up and they will be absolutely different than the previous ones.
The life cycle of brands for children and teens is much shorter than brands for adults. These two target audiences need “to be entertained” constantly and frequent changes; Keep providing your audience with something new and constantly attract their attention. The nature of the changes can be small or radical but you should always keep in mind that in 5-7 years a new generation of children will grow up and they will be absolutely different than the previous ones.
