M&C Saatchi: New packaging for Incarom
The Geneva-based agency M&C Saatchi has created a new packaging design for the traditional coffee brand Incarom.
Incarom, a traditional brand from Nestlé Switzerland, is a unique drink with its blend of soluble coffee and chicory. For 70 years now, its consumers have enjoyed its taste and effect.
Nestlé Switzerland has decided to give Incarom a new lease of life starting this year. The first milestone on this path is new packaging. M&C Saatchi in Geneva was mandated to implement the new packaging by means of a preliminary pitch and the positive results of consumer tests. With its vintage look, the new pack design not only won over a new, younger target group, but also did very well with existing consumers.
In the familiar color codes, but with straight lines and a revised logo, the new packaging is characterized by freshness and simplicity. The "rejuvenated " Incarom range can be found in the retail trade as metal box, refill pouch and portion stick. Soon, the new look will also be seen on POS material. M&C Saatchi has also been commissioned to develop a new communication campaign, which will be unveiled towards the end of the year.
Responsible at Nestlé Switzerland, Beverages Unit: Nicolas Huillet (Business Executive Manager), Pascale Kremer (Marketing Manager), Lydie Goetschin (Brand Manager). Responsible at M&C Saatchi Geneva: Olivier Girard (Creative Director), Nolwenn Tual (Graphic Design), Elodie Straub (Account Manager), Nina Hugentobler (Client Service Director), François-Louis Noël (Strategy Director).
