Anthem Worldwide Helps Nestle Bring "Real" Back Into Dairy With Nestle Real Dairy Natural Ice Cream

14 Apr 2010

New Package Design Communicates Real Ingredients to Differentiate Brand From Its Competition.

Anthem Worldwide, a Schawk Strategic Design Company, whose integrated global network provides innovative solutions to articulate, unify and manage brand impact to create compelling and consistent brand experiences, announced that it has helped Nestle Canada Inc., a subsidiary of Nestle S.A. -- the largest food company in the world -- bring its Nestle Real Dairy "Natural Ice Cream" positioning to life in Canada with new packaging designs that clearly differentiate the brand within the category.

At Nestle, dedication to producing high-quality, innovative and nutritious foods is the essence of their Good Food, Good Life philosophy. Today, over a century after Nestle was founded, nutrition is more than ever the key to the Company's future.

Erin Lazer, marketing manager, packaged ice cream at Nestle Canada, said, "The relaunch of Real Dairy was centered around what consumers are looking for -- less processed products made with "real" ingredients. After developing a more natural recipe, we turned to Anthem Worldwide to bring the new concept to life at shelf as well as help the brand truly differentiate itself. They've done an incredible job of accomplishing our objectives and creating the most attractive Real Dairy package design yet."

Gary Oakley, creative director of Anthem Worldwide's Canada office, commented, "Anthem explored three possible creative entry points: Wholesome, Real Ingredients; Rich & Creamy; and Pure, Simple Flavours. The territory of real ingredients became our focus to best support bringing the 'real' back into dairy."

Oakley, added, "To visually support and communicate Nestle Real Dairy, Anthem centered its design on the 'real' ingredients, providing easily identifiable flavour cues of a cream pitcher, milk jug, sugar, and eggs. Through pure and simple, yet appetizing food photography, Anthem's new package design elevated the nutritional value of the brand to the consumer and increased shelf presence to create a clear point of differentiation from the competition."

Lazer added, "Anthem's clean colour palette and simple design architecture solution communicates a compelling and consistent brand experience that allows for additional line extensions and future innovations. As a result of this design success, the Nestle Real Dairy frozen yogourt and ice cream lines have been able to expand distribution by approximately 50 and 15 percent respectively, including full distribution of the entire line at Metro banners in Ontario & Quebec."

Anne Dean, managing director of Anthem Worldwide's Canada office, said, "Anthem helped Nestle create a distinct and sustainable point of difference between Nestle Real Dairy and the competition by delivering on the promise of 'real' ingredients. Anthem worked very closely with Nestle to ensure our design solutions reinforced the credibility behind Nestle Real Dairy's 'natural' positioning and their commitment to good health through nutrition."

Anthem Worldwide, a Schawk Strategic Design Company, is an integrated global network that provides innovative solutions to articulate, unify and manage brand impact. Anthem creates compelling brand experiences by aligning its strategic, creative and executional talent worldwide with the business needs of companies seeking a competitive advantage. Anthem offers a full range of branding and design services to our clients including Campbell's, Coca-Cola, E-Mart, Foster's, General Electric, Hbc, Kimberly-Clark, Microsoft, Nestle, Procter & Gamble, Revlon, Safeway and Unilever.

Schawk, Inc. is a leading provider of brand management services, enabling companies of all sizes to connect their brands with consumers to create deeper brand affinity. With a global footprint of 48 offices, Schawk helps companies create compelling and consistent brand experiences by providing integrated strategic, creative and executional services across brand touch points. Founded in 1953, Schawk is trusted by many of the world's leading organizations to help them achieve global brand consistency.

Nestle Canada Inc. is dedicated to producing high quality, innovative and nutritious food for all Canadians to enjoy. Today, Nestle Canada, Inc. employs approximately 3,500 people in 21 manufacturing, sales and distribution sites across the country.

Source: Schawk, Inc.