The Story Of The TINE Santas

In 2009 TINE made a change to the shape of its Santa - he became skinnier with a slightly toned down print color so he was not as bright as the original 90s Santa. The new Santa caused a storm of reaction to hit TINE with young adults and children demanding the old Santa back.

In 2009 TINE made a change to the shape of its Santa - he became skinnier with a slightly toned down print color so he was not as bright as the original 90s Santa. The new Santa caused a storm of reaction to hit TINE with young adults and children demanding the old Santa back.

 

Social media was buzzing with the consumer response to TINE – so the dairy listened when planning its 2010 Christmas carton designs. TINE commissioned the Norwegian Disney cartoonist, Arild Midtun to draw a new series of Santas for its Christmas milk in 2010. With the immense reaction of 2009 fresh in their minds, TINE wanted to make sure that the consumer ‘voice’ influenced the new design.

 

Consumer opinion was therefore requested by TINE via social media and close to 40.000 comments on Facebook were received showing in a 50/50 preference split for the old vs the new Santa design. In 2014 TINE decided to re-launch the old Santa from the 1990s for its Christmas cartons. However with 50% of consumers in favor of the ‘new’ 2010 Santa, TINE wanted to make sure consumers were completely happy with its latest holiday carton.

 

Therefore, the design from the 90’s was slightly upgraded. With improved printing possibilities the design looked more up-to date but there was no doubt that this was the original Santa from the 1990s loved by kids across Norway. Of course, many consumers who were young in the 1990s were happy to be reunited with the Christmas milk and original Santa of their childhood. Consequently, they are back for 2015! Indeed the TINE Christmas cartons and the original Santas are here to stay for many years to come. 

Source: Elopak