Heritage Foods Design & Branding 8TH CONTINENT SOY MILK REPACKAGING by BBDO San Francisco

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8TH CONTINENT SOY MILK REPACKAGING

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Industry Milk
Media Design & Branding
Market United States
Agency BBDO San Francisco
Art Director Erin Butner
Illustrator Ben Javens
Released July 2010

Credits & Description

Category: ii. Core FMCG
Advertiser: HERITAGE FOODS
Product/Service: 8TH CONTINENT SOY MILK
Agency: BBDO SAN FRANCISCO
Date of First Appearance: Jul 1 2010
Entrant Company: BBDO SAN FRANCISCO, USA
Executive Creative Assistant: Jim Lesser (BBDO)
Illustrator: Ben Javens ((freelancer))
Art Director: Erin Butner (BBDO)
Media placement: Carton - Supermarkets - July 1st 2010

Describe the brief from the client
Heritage Foods is a small, family owned company who make 8th Continent Soymilk. They came to us to help them grow the brand which had a small, dedicated consumer base, but no real brand image and awareness.

Describe the challenges and key objectives
With little money, we needed to do something that would help 8th Continent stand out on the shelf from their deep-pocketed competitors. Our solution was to change 8th Continent’s old, sterile packaging and bring their family-run image forward. To push off against the plastic, phony people, and mainly the big industrial soymilk makers used to sell their products, and position 8th Continent as the “real” brand run by real people.

Describe how you arrived at the final design
To make 8th Continent “real”, we found our inspiration in children’s artwork. The kind of simple, innocent drawings that can be found under magnets on most refrigerators across homes in America. We took the look and based our design around a fresh, playful sun icon for each variety of 8th Continent Soymilk. To help promote the new packaging, we launched a microsite that invited mothers and kids to submit their own sun drawings for a chance to be on the package and win money for their school’s art programs.

Give some indication of how successful the outcome was in the market
Thousands of sun drawings were submitted and $100,000 in school supplies were awarded. Now 8th Continent has a refreshing real face and spirit on the shelves and with mothers across the country.