Boursin gets a mini makeover
This winter, Boursin Minis, the latest innovation from Bel UK, will be redesigned to align with the European packaging. The new pack will be available in UK stores from the end of December.
This winter, Boursin Minis, the latest innovation from Bel UK, will be redesigned to align with the European packaging. The new pack will be available in UK stores from the end of December.
Featuring an updated Boursin Minis logo and typeface, as well as a brand new taller pot, the new packaging will continue to communicate the product’s indulgence and versatility credentials by making the ‘cooking, sharing salads & more’ messaging more prominent. Despite the changes, the design still maintains the overall look and feel of the current UK version to ensure consumers can easily identify the popular product.
Boursin Minis will also be back on TV for three weeks from December 3rd with the popular ‘Du Pain, Du Vin, Du more with new Boursin Minis’ creative. Research shows that the ad was very well received by consumers, with good brand recognition and a positive impact on brand image, particularly driving perceptions of Boursin as an ‘everyday brand’, that’s both ‘modern’ and ‘good value for money’.
The Boursin brand is currently performing very well, with a sales increase of 15.9% . Sales of Boursin Minis have been positive since it’s launch in June and the refreshed design will give it even better stand out on shelf, catching the attention of shoppers familiar with the old pack and encouraging new trial.
Nigel Marchant, Group Product Manager at Bel UK comments: “Redesigning the Boursin Minis pack to align with the European version was a natural progression for the product. With successful sales since the launch in June, the packaging update will help to keep the product fresh for sales in 2011 whilst achieving consistency with the European design.
“The new burst of advertising will also boost awareness amongst consumers looking for a delicious, versatile everyday cheese. With the exciting performance results for Boursin we recommend that retailers make the most of the opportunity by stocking the new Boursin Minis pack prominently in store”
Source: Bel UK
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