Karl Fazer is unknown in Sweden and has no emotional associations for consumers. The challenge was to create a new range that would grab the Swedes attention and deliver increased profits by stealing market share from the dominant Marabou and Lindt brands.
BUILDING A MEANINGFUL CONNECTION WITH YOUNG URBAN ADULTS
Insight into the drivers for the target young urban adult consumer was the key to finding a creative solution that stemmed from a brand truth and linked to a product benefit. The idea was ‘made with fresh milk’, an under communicated milk chocolate fact that was ownable and differentiated for Karl Fazer.
CREATING STAND OUT FROM COMPETITORS
To ensure standout from the Fazer iconic dark blue pack we used a bold graphic device that interacts with the product photography. The 100% sustainability icon supports and compliments, and also proudly communicates Fazer’s dedication to sustainable and responsibly sourced cocoa – something important to the target audience. The range launched in Swedish supermarkets from early February 2019.
Sari Leppioja – Senior Specialist, Packaging Design, Fazer Confectionery