Nestlé is one of the world’s biggest producers of food products and positions itself as a nutrition, health and wellness company, creating food for all occasions of the day. ProSlim is its ‘healthy’ 3-in-1 coffee brand, containing antioxidant properties.
The Nestlé team wanted to increase awareness of ProSlim’s functional benefits and its unique green coffee beans’ properties, while maintaining what was already working successfully for them – an hourglass silhouette cleverly manipulated on current packaging. Despite its competitive price, the product also needed to look trustworthy, healthy, premium and communicate a real coffee taste as the top player in its category.
Brand New Day brought out the positive attributes of the green coffee beans by accentuating the colour on the packaging and highlighting the constituents going into the cup of ProSlim coffee. All the nutritional benefits and functional attributes are clearly highlighted in order of importance on pack. A caricature of the female body is also used on the front of pack with the info ‘30 percent more fibre’ to help sell to the target. The back of the pack portrays an image of a shapely woman to further reinforce the product’s beauty benefits.