The extension of the brand to other categories sought appropriate acceptance and positioning. The innovation behind refrigerated products, as well as design and marketing strategy, were the keys to La Lechera breaking down its own barriers. Nestlé’s “ready-to-eat” (RTE) products meet the needs of modern consumer generations, eager for prepared products.
The ﬁrst step was to implement brand mandatories —guidelines
Blue, with category-speciﬁc attributes, was the color code chosen for
from Switzerland established the dairy banner as an identity
the extensions (ﬂan and gelatin). Although it had already been used
element— so as to unify business units (dairy and refrigerated
for the light category, there was no conﬂict since the products are
products). With the dairy banner deﬁned, it was easier to apply the
in different categories and do not share the same shelf. The product
architecture to the extensions. Following the proportion guidelines
line was hierarchically organized, with each version given its own
(50/50), the taste appeal images for cream caramel or ﬂan and
personality. The typography makes for a friendlier, more traditional and
yoghurt gelatin had to communicate homemade ﬂavor, suggesting
homey product name. Consumer research showed the expected result:
the same tender loving care as for the rest of the line. Both products
the product was well received.
answer the need for convenience and lack of time in modern FIVESECONDS
guidelines To maintain brand architecture To reflect that it is a different category from the main one To communicate that it is a ready-to-eat product To preserve brand tradition The final version for the bi-pack format incorporated the best elements from the three alternatives: the character of the traditional and tasty homemade flavor, the brand value, the communication band and the pale yellow background. All these elements would go into creating the product’s own image and color code.
Published on Jul 3, 2009