Elmwood Creates a Fun Facelift for Anchor Cream

The designs feature illustrations of faces made out of cream to help the Anchor range stand out from competitors on shelf

29/06/09 Elmwood has redesigned the packaging for Anchor's squirty cream to create a "fun" image for the product. The designs feature illustrations of faces made out of cream to help the Anchor range stand out from competitors on shelf.

"The pack now has real stand-out and reflects the fun and involving nature of the product," said Anchor assistant brand manager Ed Steele. The cream comes in three variants, Standard, Lighter and Extra Thick, which are differentiated using pictures of fruit for Standard and Lighter and a chocolate chip cookie for Extra Thick. Different colours around the base of each aerosol have also been used to help consumers easily spot the pack they want.

"Our redesign gives people permission to have fun with food," said Simon Preece, brand consultant at London-based Elmwood. "It's the perfect antidote to the food and diet controls we have today - an unashamedly fun product. It's nice to see a brand celebrating and embracing its role in consumers' lives," he added.both larger and smaller dairies.