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Winner

Client: United Biscuits

Agency: Williams Murray Hamm

Commended

Client: Hill Station

Agency: Williams Murray Hamm

Commended

Client: Sogrape Vinhos SA

Agency: Lewis Moberly

WINNER Jaffa Cakes' revamped packaging was the standout entry in a highly competitive category.

To fight back against identikit own-brand launches in its sector, and as the Jaffa Cakes product name is not registerable as a trademark, McVitie's needed to distance its product from those that sought to ape it, and reaffirm its position as market leader.

The design solution, by Williams Murray Hamm, saw the original brand logo significantly downsized on the packaging to be replaced by phrases synonymous with the brand's image.

The phrases were designed to reflect consumer 'truisms', representing the affection in which the Jaffa Cakes brand was held.

This collection of insights was captured from years of research and correspondence with customers. Among the comments were 'I never share' and 'One for you, three for me'.

The packaging broke with the traditional category look and placed the McVitie's product apart from the rivals that had tried to mimic it.

The judges felt that this brave leadership stance had played on the brand's off-pack equity in an ambitious and dramatic way, while also maintaining a sense of fun.

They were also impressed by the communications property that emerged from the packaging design, the flexibility of the solution providing the brand's marketers with a platform for future creativity.

The packaging redesign has had a significant impact on the brand's image; post-launch, 33% of consumers said that the brand was worth paying more for.

COMMENDED

When ice cream brand Hill Station decided to revamp its packaging identity, it briefed Williams Murray Hamm to move the relatively new product range forward by playing on its unique characteristics.

The solution, focusing on the brand's heritage of travelling the world for the best ingredients, was an imaginative offering that had a significant impact on the brand's sales results in the two months following launch.

The visual distance created by the packaging between Hill Station and its market rivals proved the key driver behind a 44% increase in sales.

COMMENDED

Prior to its packaging redesign, Mateus had been a brand in decline with an ageing consumer base.

The decision to make the packaging more modern, and therefore relevant to young consumers, was achieved through a redesign of the brand logo and the creation of a slimmer bottle with a more elegant and taller neck. These changes, by Lewis Moberly, helped create a more desirable, premium product.

Research shows that it has paid off. Since the relaunch, Mateus has enjoyed two exceptional years, with UK sales rising by almost 40% and distribution increasing significantly.