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Puffs was selected as 1 of the 10 “hero” P&G brands for the 2014 Winter Olympic Games in Sochi Russia. That’s because Puffs is relevant for everything your face has to face during the Sochi Winter Olympic Games or at home. Interbrand was charged with developing simple box designs that would immediately communicate Winter/Olympics to our consumers to help drive incremental purchase.
We explored Winter/Olympic themed designs that would ultimately just delight our consumers, create a visceral desire to purchase and make her proud to showcase the box in her home. We landed on the winter hat concept for its iconic symbolism of winter and its simplistic, powerful impression on shelf and in the home.
Each hat was carefully designed to showcase popular winter Olympic sports within each illustration, including hockey, snowboarding, ice skating and skiing. The challenge was to ensure the box designs were simple enough to pop at shelf but also detailed enough to communicate Winter, Olympics and more specifically popular sport selections. Since the designs were going to be on shelf before and after the Olympics took place (as well as during), they needed to communicate Winter first and Olympics second. All the designs also needed to follow the Puffs brand design principles to ensure these seasonal concepts still felt like part of the Puffs family.
The designs were well received by our clients, buyers and consumers. All signs point to a very successful promotion. A couple social media consumer quotes include: “I LOVE the winter theme boxes, so cute,” and “The hat designs are just adorable!”