News

Calpol Case Study (Oct 2011)

This structural brief challenged Rarebreed to deliver a "unique, innovative package to drive consumer loyalty by creating a distinct brand experience and giving Calpol a competitive edge".

The time frame offered a twelve month window in which to design, research, trial, gain legal/medical approvals and deliver the finished article to store, a pack that had to fulfil the brief and have no impact upon COGs (Cost of Goods)

Rarebreed delivered the pack differentiation by adding a facet to the top and side of the pack, utilising the same surface area of material with no impact on converting costs.  Direction from Rarebreed to the carton converter and the product manufacturer specified how the pack needed processing.  This enabled the facets to form automatically on existing cartoning and filling machinery, delivering performance levels identical to previous standards and total maintenance of COGs

The change in shape went further with the faceting acting as inspiration for a graphic redesign enhancing the shape of the pack still further and highlighting the sub-branding.

Calpol sales update (Dec 2011)

Since it's launch early in September it is evident that the consumer is now able to find the Calpol products significantly faster than it's key competitor and also find the correct SKU first time.

The "New packaging was launched in September and initial market performance results indicate that the new packaging had also a strong impact on sales of both CALPOL® Infant and SIX PLUS® driving value sales growth of the brand.  During the first 11 weeks following the launch (w/e 12 November 2011) overall Calpol value sales rose 18% versus previous weeks and flat versus the same period last year despite the seasonal incidence level being lower this year by 10% versus same period last year".