Campina

Van redesign to shopfloor

Have you noticed? Campina has undergone a redesign. From identity to packaging. The aim of the redesign is a more distinctive feel compared to other dairy product players on the shelf. To be achieved by means of a modern, fresh and uniform appearance for all categories.

Campina is one united brand again, whether it’s milk, yoghurt, quark, custard, butter, whipped cream or culinary cream. By bringing all packaging into line in terms of design, more impact is created on the shelf. The new redesign is part of a large, 360 campaign. Brand Builders was responsible for the below-the-line communication with a clear focus on the shop floor. A super awesome assignment! From idea to perfect execution.

How do you ensure that the consumer doesn’t overlook the new Campina?

One danger of a redesign is the possibility that the consumer can’t find the products anymore. To prevent this, we started with a pre-announcement, both on-pack and in stores. This helped everyone get used to the idea.

The new packaging was introduced gradually. To keep people informed at the shelf, communication continued throughout this entire period. We elected for impact, with a very clear and distinctive message.

A separate in-store campaign per retailer

In order to turn the redesign into a party, each retailer was given its own set of custom-made activities, with the primarily goal of communicating the new packaging. But also to activate directly. So, the consumer continues to purchase the entire Campina range, and preferably also discovers new Campina products.