HOW TO CREATE SHELF PRESENCE FOR A MID-MARKET AMERICAN GOURMET OFFERING?
CREATE A PACKAGE THAT’S A PARTY ON THE SHELF!
BARBACELLI BRAND AND “PARTY IN PROGRESS” PACKAGING
Barbacelli is positioned as an easy-to-use mainstream “dinner in a bottle” sauce with American flair. The challenge was to create an appealing and fun package that would be approachable enough to tempt consumers who would normally reach for Hamburger Helper-type cooking solutions. The brand’s three flavours worked well together but visually diluted the brand’s presence on the shelf.
Ideastream created a 3-room party on the shelf. Each label carried an illustration which ran left to right, continuing on the next bottle. Three-flavour promotion packs were offered to provide a showcase for the set, and to create a bigger splash on the shelf.