Introducing the reusable plastic packaging for the Baby Food Flexi line, Nestlé’s objective was to reach this market first and consolidate leadership, offering a practical and safe option. Among other briefing requests, a sleeve label was demanded as a sealing system, with a transparent cap. The challenges were mostly the rejection question towards plastic packages for food and the balance of the new product with the current line.
CBA B+G used as key concepts for the packages facing the ‘homemade’ characteristic, ingredients freshness, ‘appetite’, interaction with the Bo Bear character and the relation with the current line.
The new package, with a larger area dedicated to the label, has improved the line exposition and the presence at the point of sale. Adequate to its target, the solution surpassed the prejudice against plastic packs and ensured a balanced composition with the glass jar line, increasing segment penetration and consolidating leadership.