FACES by Meridian Communications for Stop Not

FACES

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Industry Confectionery & snacks, Chips
Media Design & Branding
Market India
Agency Meridian Communications
Designer Team Meridian
Released April 2011

Credits & Description

Category: ii. Core FMCG
Advertiser: PERFETTI VAN MELLE, INDIA
Product/Service: STOP NOT
Agency: MERIDIAN COMMUNICATION
Date of First Appearance: Apr 18 2011
Entrant Company: MERIDIAN COMMUNICATION, Mumbai, INDIA
Designer: Team Meridian (Meridian Communication)
Media placement: Actual Pack - Stores Across Punjab And Andhra Pradesh (India) - 18th April 2011

Describe the brief from the client
Stop Not snacks was launched in two Indian states on 18th April 2011.
It was a late entrant into an already crowded Indian snacks market.
The brief was to help the product stand out amongst the competition and the packaging had to play a key role in creating a differentiation.

Describe the challenges and key objectives
The Indian consumer is spoilt for choice. More so, when it comes to what he chooses to snack on.
From major MNCs, to local players, to a busy unorganized sector- there are literally dozens of brands to choose from.
The challenge was to stand out amongst well established names.
The key objectives were 1) arouse interest in customers with a fresh looking packaging and
2) be inviting enough for people to try out the product.

Describe how you arrived at the final design
Where does it show when you're really enjoying something you're eating? Yes. On your face.
And that's what we took forward onto the packaging design for Stop Not.

Traditional snack packaging seems to be governed by an unwritten set of rules: Bright colours, busy graphics, bold typography, imposing product shot. And the biggest rule: Ape the ones doing well in the market.

We broke the rules. We put a face where (usually) the product has been. We gave the customers a break from the mindless homogeneity.

Give some indication of how successful the outcome was in the market
Just weeks into the launch, the client has reported very encouraging numbers in the two states where the product has been launched.

The feedback from retailers (who are the ones closest to the consumers) has been encouraging too. The packs stand out well in their crowded display shelves. Customer trial has been very high.