The Cuban market evolves slowly, and it is still too closed. Being able to somehow participate in it is a rare opportunity for this moment, and to also make history. CBA B+G was proudly invited by Nestlé to take part in this history to develop its first project for the Cuban market.
In Cuba, ice cream is consumed by families even to substitute regular meals, as a solution for the heat as a good animal protein source. The Nestlé’s ‘Helados’ are the consumers’ preference and leaders in the category with 83% of the sales.
Our challenge was to redesign the packaging line, long time called as ‘El Pote Azul’: a unique opportunity to approach the relation between brand, products and public.
The Cuban communication language is basic: simple, direct and with popular appeal. The proposition was to step forward and stablish an emotional connection with the target, without taking too much distance from what is traditional, bringing a touch of ‘Cubanness’. The blue color, main reference from the Nestlé Helados, was maintained and developed inspired on baseball elements, Cuban’s national sport. The packages now bring the products’ main benefit: source of milk proteins, highlighting the Cuban production. The nickname ‘El Pote Azul’ was captured on the streets, adopted by the brand and taken to the packages as the ‘Línea Azul’.