3 July 2009
Anchor is investing £1m in the relaunch of its Squirty Cream range with new packaging, branding, promotions and a website.
Promotions will be taking place around the country at family-oriented events, such as the Highland Show and the Bristol Balloon Show. At the events samples will be given out and children will be encouraged to engage with the product by playing with different coloured Squirty Creams and fruit to create pictures, which will later be uploaded to the website.
The new website has been designed by agency Outside Line. It includes recipes and a paint application that allows children to create their own “squirty art”. There are prizes for identifying cream-covered celebrities and a cartoon series “The Adventures of Little Squirt” for children to follow online.
The new packaging, designed by branding agency Elmwood, is “bright and bold” according to Anchor Squirty Cream spokesperson Ed Steele: "The new design now stands out on the shelf and highlights the fun nature of the product,” says Steele. “The various promotional events will complement the redesign and allow us to interact with consumers on a one-to-one basis. We hope the new website will engage customers with content that will create affection for the brand."
“The redesign gives people permission to have fun with food,” says Elmwood brand manager Simon Preece. “We wanted to show this is an unashamedly enjoyable product that is the perfect antidote to food and diet controls.”
According to Nielsen data, Anchor is worth £10.7m and has a 50 per cent share of the squirty cream market.
Read about more new campaigns below
to magazine
