Falling butter prices translate into reduced margarine consumption. The pressure from discount stores and economy brands forces margarine manufacturers to cut their prices and offer promotions, which undermines their brands.
ZT Kruszwica developed a new recipe for its Smakowita margarine. Touchideas was tasked with giving ‘a new face’ to Smakowita to ensure shelf impact and arouse interest among consumers of other mainstream margarine brands. The challenge was to update the brand image without losing existing consumers, accustomed to the traditional appearance of Smakowita.
As a starting point for developing a new strategy, we analysed how deliciousness is portrayed in contemporary mass culture and conducted a series of ethnographic studies to explore consumers’ eating habits. Next, we developed packaging concepts reflecting alternative scenarios for change and checked potential development directions for the brand during workshops with Smakowita consumers.
The project resulted in a packaging redesign and a new marketing message.
‘As a result of working with Touchideas, we strengthened the branding and the taste perception. According to our research, Smakowita is a winner in its category in terms of shelf visibility, appetising appearance and packaging appeal.’
– Rafał Golec, Group Brand Manager, ZT Kruszwica S.A.