"The design brings to life the natural fruit content. We called it the 'as nature intended' design," says CPB chief executive Vicky Bullen. The packs, introduced in September 2008, feature abundant fruit in a natural setting and strip out the unnecessary messages. The packaging was also used to inform the direction of the new ad campaign.
Immediately after the new packs were introduced, and before any advertising, there was a sales uplift. In the first year sales grew 20% and in the final three months, sales increased 40%. "The redesign saved the brand," Bullen says.
Focus On Packaging