Leveraging Brand Equity in Packaging Design
The Opportunity
Kellogg’s was looking to leverage their #1 position with Eggo Waffles to enter the syrup market. Kellogg’s had done extensive market research and was convinced that their loyal customers would connect with an Eggo branded maple syrup.
PTI was able to take their graphic design concept to a working design quickly. The bottle development was complex because Kellogg’s also wanted to introduce a dispensing cap which had not been used before on maple syrup.
The Innovation
PTI worked interactively with Kellogg’s cap supplier to find the right balance between the bottle recovery and the closure opening resistance. The bottle was redesigned once to use the blown lettering on the sidewall to add the rigidity that the closure required for proper function with the viscous product.
There was another group at Kellogg’s that preferred a traditional maple syrup bottle for the launch, and PTI was able to bring both designs in parallel to protect the project timing. Up until the final market test, truckloads of both designs were produced to seed the final launch. PTI worked with the market research and brand team to find the right package to position the new product. An attribute of their workup was that the package should be easily handled by children who could neatly apply their own syrup to their waffles without making a mess.
The Outcome
The speed and the quality of the bottles PTI was able to produce allowed Kellogg’s to conduct sophisticated market research that provided the data for the final decision to go with the distinctive waffle shaped bottle. PTI helped the brand team realize their vision by providing design input, models, renderings, and our own in-house checks which ultimately yielded an innovative and new approach for the product.
PTI was able to develop a unique bottle which promoted the Eggo brand equity, including BASIS testing, in just 9 months. The package won an AmeriStar award.