Creamy boxed chocolate assortment Dairy Box celebrates its 75th birthday this year with new packaging launched in time for Christmas. Bristol-based agency Epoch Design was tasked with engaging the shopper with a refreshed look and feel. Facing stiff competition from other premium, high street and retailer-own boxed chocolates, the brand needed to stand out in a busy market.
Research conducted by the agency suggested that the brand was best known amongst consumers for its iconic femininity. This had been lost over recent years, with the last update in 2007 favouring a gender-neutral design. To increase consumer appeal, the solution was to reposition Dairy Box as an unashamedly feminine chocolate assortment.
Popular elements from yesteryear such as flowers and butterflies were reintroduced in a contemporary style. As well as refining the logo, the perfect milky shade of cream was chosen to amplify the chocolate’s unique creamy intrinsic qualities. New product photography was used on front and back of pack whilst copywriters renamed the ten sweet varieties and updated the descriptions to better appeal to modern shoppers.
Mike Tollan, Head of Boxed Chocolate at Nestlé Confectionery commented, “The Milk Inlaid assortment market continues to show good growth and as one of the most established brands in the segment with a long and successful heritage Dairy Box is well placed to take advantage of this trend. With this brand refresh we will enhance Dairy Box’s gift worthiness by highlighting the brand’s more feminine side and by showcasing the appetising chocolates on the front of the box”.
Two box sizes are available in-stores from September: 200g and 400g.