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Viva la Différence!

DANONE Yogurt Pots Shout Out!

Viva la Différence!

I find myself in a strange position of waxing lyrical about a yogurt pot!  It’s an in-line FFS yogurt pot, of a type that has been around for 30+ years but this one is different and different between countries.  In France it is not only lean and mean on materials compared to it’s UK counterpart, it is skillfully coordinated and showing off; actually I am nervous of saying it is chic, trés French and attractive but it these things and it does shout out from the shelf in a simple but overt way.

What I am I talking about?  It is the new Activia yogurt pot from DANONE and in particular the raised DANONE name to the bottom of the pot, it is a brilliant development!

First have a look right at the cherry flavour pack photographed in-store in the UK; here you can see the old pot on top and the new underneath.  The new DANONE has a raised surface to the bottom giving away labelling area for this special branding feature.  But it is more than that, go next to the cherry (cerise) flavour in France, here they don’t have the board wrap around but just the linked pot top to do the collation.  Net result is a very impactful presentation on shelf with less material.   

Now have a look at the French DANONE Actvia Nature image at the top of this blog, this I see as the brand standard. Dramatic and I reckon you can see the debossed expression DANONE from 3 metres away, if I am right, that is quite an achievement.

Lots of things going on at once here in a synergistic fashion.  Firstly it is twin layer plastics with white to the inside and green to the outside.  The name has been formed to the lower half on a curve enabling it to be read from many angles, there are no stress markings anywhere, the colour co-ordination between green label and green pot is good right down to the gloss highlight line all delivering continuity.  If you are interested the FFS is Arcil who have a reputation for thermoformed shaping.

As I say the result is powerful piece of simple packaging that moves a commodity format into a distinctive branded item, through format shaping and especially the detailing, which plays off very well against reduced labeling carrying the brand variant; throwing away the collation sleeve exposes the packaged brand in all its drama.   

Wax lyrical about a yogurt pot –yes, there are a lot of lessons here we can all draw on, whatever our packaging interest, in moving commodity into branding to up the value J

  • Tags: Andrew Streeter, DANONE, France v's UK, Stanout, Yogurt pots

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