The project started with powdered milk,
equating it with an overall healthy and
the line’s core product, and was later
attractive lifestyle and strengthening
developed for yoghurt, cheese and ice
brand recognition on the domestic
cream, among other extensions that
market. To that end, the advertising
have been launched. Therefore, low fat
agency and Forum worked together to
content and soluble ﬁber to aid digestion,
develop uniﬁed communication, both
along with a revitalized image, have
in the media and on the shelf.
contributed to repositioning Svelty,
To communicate the addition of the active ingredient —which was called Bioﬁbras ® at the time—, ﬁve graphic alternatives were created. They ranged from reconsidering the couple to eliminating any human ﬁgure —a glass with a light splash to suggest the product moving through the digestive tract— and included the option of a female image, on her own. While it may not have originally been planned to, the project encompassed the following points: Revitalization of the global image Brand renovation without losing its personality (which differentiates it from the competition) Communicating product quality and benefits, with an emphasis on the new soluble fibers Generation of suitable on-shelf impact Design uniformity with the other brand extensions
In the first alternatives presented, the glass-only ones were eliminated, whereas the female figure was a popular option, since it best conveyed the milk’s new benefit.
Given that the photograph clearly communicates the added value of the product with the active ingredient, the simplest possible icon was preferred.
Published on Jul 3, 2009