Berlin Packaging continues to develop bottle designs
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A jar of pesto can be found in pretty much every German household. And that's no wonder, as this traditional dish enhances every plate of pasta. One of the best-known brands is the Italian company Barilla. The pesto producers now want to attract more attention at the point of sale with a relaunch.
With the relaunch, the company is pursuing the expansion of pesto's consumer reach and, in its own words, driving forward the „premiumisation of the sauce category“. From March 2022, the pesto will be presented on the shelves in a new jar with new branding. The company is targeting new users in the category with a comprehensive package of measures. In addition to a TV and digital campaign Sampling initiatives and POS measures also ensure an expansion of buyer reach.
Better readability thanks to new design
The new brand identity, including the rebranding of the logo, is intended to appeal to a young shopper and enable better navigation at the shelf: The revised design improves the visibility of the ingredients and thus makes it easier to differentiate between the individual flavours. The larger opening of the new jar also ensures Complete removal to avoid product residues.
In addition to marketing and POS campaigns, such as a barbecue competition, the company is focusing on the Promotion of first-time and trial purchases through in-store tastings, couponing and a sampling offensive, which takes place via its own roadshow in the largest German cities: Consumers can try the pesto for themselves at branded food trucks in July and August.
Source: Barilla
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