Maggi Real Coconut
Mind to mouth appeal
Background
Nestlé is one of the world’s biggest producers of food products, and positions itself as a nutrition, health and wellness company, creating food and beverages for all occasions, from morning to night. Maggi Real Coconut Milk Powder was created to answer the cooking needs of the Sri Lankan market, where coconut milk is a mainstay ingredient in many typical dishes.
Challenge
The Nestlé team wanted to evolve its packaging to highlight product usage as opposed to just showing the ingredient (coconut), so as to better increase association of its actual use in the minds of consumers. It also needed to stand out from its recently launched counterpart, Nestlé Juicy, whilst maintaining the trust found in the Maggi brand for Sri Lankan consumers.
Solution
A unique sub-brand created to look like a stenciled wooden crate for export, was complimented with a photograph of a delicious-looking Sri Lankan curry. A sweet and wholesome fresh coconut was used as a prop to reinforce no artificial flavours, colours, or preservatives. The colours of the curry used on the front of the pack resonated Maggi’s signature colours, further grounding the brand in consumers’ minds. The overall result was an eye-catching addition to the range with great shelf standout.
