More fruit for one, more creaminess for the other
The right modernization of Nestlé in two important
ice cream categories in Peru
Food - Nestlé Peru
D’Onofrio is the most beloved ice cream brand in Peru. Leader in the market, a lot because of its ability to offer products that fit Peruvian taste and, precisely for that, Nestlé noticed relevant changes in its behavior. Then came the decision to revitalize two important brands from its portfolio: Alaska, the brand for its fruit popsicles, and Pezi Duri, a traditional soft ice cream, in a category also known as ‘take home’.
Both brands had their recipes reformulated, and the visual identity, as much as the packages, should reflect the goals that led to that change.
There is a profile of consumers that has been growing all over the world: the ones who take higher care of their nourishment habits. Among them, there are people who are after a healthier lifestyle, but above all, who don’t want to waive taste and pleasure.
Alaska was already a brand taken as refreshing and tasty, and to get it even more attractive to this public, the recipe was renewed to get it lighter and healthier, increasing its fruit share by 30%, lowing sugar and offering products with less than 100 kcal per unit.
Taking a look at the brand in the category’s perspective, we noticed that its visual codes (which once were the reference) became generic, abundant in colors and fruits, which undermined the chance of highlighting the brand in face of its competitors, losing its impact and sales potential.
The brand’s repositioning, reflected in the visual identity and its new packages, was based on the pillars of healthiness, naturalness and reliance on the ingredients, purity of the recipe and authenticity.
A set of changes that really pleased the brand’s current consumers and opened room for conquering new ones, thanks to the new mix of imagery and product formula, totally tuned with what they all seek and desire.
Another brand from D’Onofrio’s portfolio that is beloved by consumers (80% of market share) is Pezi Duri – ‘hard block’ in Italian -, the Peruvian leader in the take home category, which comprises the soft ice cream made for family consumption.
Even as the consumers’ favorite and a synonym of the category, the brand realized there was an opportunity for renewal. Boosted by the alteration of the original recipe, which is now creamier for being slowly churned, it decided to rejuvenate its identity, the graphic system applied to the package lines, and strengthen the appeal of sharing for family and friends moments.
The new project brought up to the market much more than the alignment in the communication of the product’s change. It went beyond, showing the attitude of a brand that has the courage to undergo a change, in the peak of its unquestionable leadership, starting from a deep understanding of its consumer. Pezi Duri went ‘zig’ whereas the vast majority of its competitors kept going ‘zag’.