Building an “Extrême” Sensorial taste experience.
Following a recipe revamp and new flavors, CBA Design Asia redesigned Nestlé Extrême’s packaging in Thailand. Aimed at chic, ambitious millennials, the brand introduced a luxurious Nama soft chocolate coating, highlighting its superior innovation. The new design needed to reflect premium indulgence and stand out in fridges. This project was a collaboration between LATAM and Asia teams to ensure the best results.
“Multichallenge” for Multisensorial products.
“Taste” has become a challenge for mineral water brands in South Vietnam, as the rising concern of the so called “brackish” feeling in some products is observed. Nestle developed a new variant to answer that need and the product was well received by the target. Research found that most consumers prefer La Vie Light’s “refreshing taste with essence of natural minerals” to its biggest competitor’s “good taste of purity”. They believe that La Vie Light not only deliver the same outstanding refresh taste as the competitor but also highly exceed in mineral goodness and thereby regeneration of their body and mind. Therefore, the brand needed a label design that would live up to the product’s positive perception and convert consumers of non-La Vie in the South Vietnam.
Layering strategy and creativity.
Nestlé Extrême’s essence is “Indulge in the Unexpected”. Along with a personality that is mischievous, effortlessly stylish, clever, and creative, the brand had a bold platform that allowed unique designs to come to life.
Designing an Extrême immersive experience.
Having “Taste the Unexpected” as a selected creative platform, a new identity for Extrême was developed having a bold split on its packaging structure. This graphic division not only made our pack stand out in the busy fridges, but also represented, in a unique way, the multi sensorial indulgence that products have underneath its silky and creamy ice cream.
Mouthwatering numbers.
The new NPD and relaunch have brought up incremental sales to Extrême. In the words of our clients, “CBA Design team has delivered 5 Senses that match well with our brand. The agency well translated and executed brand positioning and product proposition into an appealing and impactful design concept visualising prominent branding and appetizing product visual”
Some sales number include:
• 24% incremental sales on average monthly off-take at 711 (MB).
• 21% incremental sales on average sell-out TT and schools (MB).
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