Ferrero - Raffaello
Raffaello, a non chocolate praline, occupies a key position in Ferrero’s brand portfolio, with a large market share of the confectionery category across continental Europe.
SiebertHead were briefed to up-date the design, but retain the key equities of white and red, femininity and detail. Our approach was to build upon the graphic elements, bringing them to life and adding dimension.
The previous design looked tired and 'flat'.
We added more depth and character to the brand and made the product the hero of the brand. The animated ribbon gives movement and the overall impression is that of an indulgent treat for a special occassion.
We designed this pack for Raffaello (launched across Europe and Russia) to promote sharing.
The oppening mechanism suggests reveal and surprise which, with foil board inside, helped maximise the open sweet presentation. Special print finishes were used in the background to add quality.
For a major gift giving occassion such as International Women's Day, we created several pack forms. This being just one.
The star shaped Christmas tree decoration proved to be a great success in selected test markets, where sales of other Raffaello pack formats did not diminish as a result of this new format being introduced.
As our happy client described the pack, it is an 'abolute test winner!!'.