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To compete in the increasingly competitive boxed/twist-wrap category, Quality Street needed a new consistent global look and feel. And one that could be translated across all formats, in all markets. We needed to contemporise the brand to make it more relevant and appealing to younger audiences, as well as improve appetite appeal, whilst creating that all-important shelf stand out.
A nod to the past with the iconic Major & Miss, and a trail of sparkling favourites’ sought to draw the consumer into this new world. By reimagining the iconic tightly wrapped favourites in a sweeping sparkle of colourful light, we have reconnected the sweets with Quality Street’s core proposition. The most well–known and loved varieties are the treasure at the end of the trail, and the 3D renders of the sweets give depth and dimension to increase stand out. Added warmth and opulence in the purple tones combine to reinstate quality and premium.
Research shows that there has been a significant improvement in purchase intent from its core target market, as well as across all other consumer segments that were analysed. The new branding has also considerably elevated the brand’s perception in quality and premium. Quality Street actually grew by +0.1%, ahead of the market, which was in decline (IRI, Dec 2016). Nestlé now has protectable brand assets and a consistent global visual identity, from which it can build in the future.