WORKS
PACKAGING
FACT
Peroni moves its secondary pack colour background from red to pale yellow focusing the communication on its natural ingredient: the malt. The result is yet very different from what expected and the brand loses shelf visibility and shares.
CHALLENGE
Finding a new palatable visual clue able to coexist with the Peroni red background
SOLUTION
3ways “clean-up” the pack to restore Peroni red equity and adds an appetizing touch applying a half glass of beer on both external sides. The new packaging system is also a new merchandising concept since the half glasses re-join each other on shelf when multi-facings is available, thus strengthening the overall brand visibility.
OUTCOME
The concept is in field since 2008 and has been declined in all promotional and line extension variants
New Packaging Concept “Glasses”
FACT
Peroni moves its secondary pack colour background from red to pale yellow focusing the communication on its natural ingredient: the malt. The result is yet very different from what expected and the brand loses shelf visibility and shares.
CHALLENGE
Finding a new palatable visual clue able to coexist with the Peroni red background
SOLUTION
3ways “clean-up” the pack to restore Peroni red equity and adds an appetizing touch applying a half glass of beer on both external sides. The new packaging system is also a new merchandising concept since the half glasses re-join each other on shelf when multi-facings is available, thus strengthening the overall brand visibility.
OUTCOME
The concept is in field since 2008 and has been declined in all promotional and line extension variants
