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Clever packaging for margarine that helps feed growing brains
To mark the launch of the new Rama Idea! margarine, Unilever engaged Nampak Cartons & Labels to develop a sleeve that would be as ‘clever' as the growing brains that the nutrient-enriched spread is formulated to help feed.
The Nampak Cartons & Labels crew put on their thinking caps and designed a sleeve that not only fits snugly over the 250g and 500g tubs of margarine, but also ‘locks' into position, ensuring that the sleeves don't come off as the packs journey from factory to store to home.
The locking feature provides a cost-effective and efficient stopper mechanism.
To further enhance the pack's striking on-shelf appeal, a square window is die-cut into the sleeve, allowing consumers to see the child's head peeping over the rim of the lid. The sides of the sleeve are also die-cut to reveal the bright blue colours and fun graphics printed on the tubs.
An additional feature is the tear-off perforated strip, which enables consumers to read the product information, printed on the reverse of the sleeve, without damaging it in any way.
The sleeves were used to launch the product to the market and provided significant on-shelf differentiation, while driving the brand's ideas-orientated positioning. The solution also gave Unilever sufficient space to communicate the features of the product and how it is formulated to aid growing brains.
