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Dragon Rouge seizes 'pressing need' to reposition Danone Actimel

By Ben Bouckley , 20-Apr-2012

Design agency Dragon Rouge has redesigned the UK packaging for Danone's Actimel yogurt drink in the country, citing a 'pressing need and opportunity' to reposition the brand.

Dragon Rouge said that the new packaging (pictured) had been rolled-out from April 10, and despite Actimel's position as the leading yogurt drink on the UK market, said that the brands identity and packaging had "hardly evolved in this time, with only a few small changes to the logo, key messaging and icons".

"Performance of the category has been challenging in recent years and there was a pressing need, and opportunity, to re-position the Actimel brand and therefore re-design the packaging to maximise consumer interest at point of purchase, attracting both lapsed and new consumers," the agency said.

Euromonitor International data sent to BeverageDaily.com shows that the value of the overall pro- and prebiotic drinking yogurt market in the UK has flatlined over the past five years, and was worth €247m in retail sales in 2011. 

However, the category was worth €245.8m as long ago as  2006, and posted either sluggish growth or declines in the intervening years (€244.5m: 2007, €237.6m: 2008, €244.1m: 2009, €243.1m: 2010).

Lagging European growth

Slow growth or market declines in Western Europe contrast with strong growth in emerging markets such as China, which has posted impressive growth in the category since 2006 (€487.2m): 2007, €671.1m; 2008, €771.8m; 2009, €918.8m; 2010, €1.081bn; 2011, €1.304bn).

A new, unified brand mark echoed the iconic shape of the Actimel bottle, while its outline included the Danone corporate mark and a new "warmer, more approachable Actimel logo", Dragon Rouge said.

The aim was to simplify and modernise the packaging, the agency added, while helping achieve "impactful brand blocking and ease of navigation" within the complicated yogurt-based drinks fixture via increased brand stand out and clearer flavour differentiation.

"The new pack design is simple and modern, using a typographic style that communicates enjoyment and accomplishment and this is strengthened by the choice of vibrant colours used across all 13 variants in the range.

"The use of the sunrise iconography, positioned above the name, reflects morning and a time when most Actimel is consumed," the agency added.

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