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2012 Packaging Revamp

2012 Packaging Revamp. Quality icons. Why revamp all our packaging?. With adoption of SO GOOD in 2011, there was a requirement to incorporate the SO GOOD branding in all our packaging artwork This represented an opportunity to also: Refresh and update the artwork

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2012 Packaging Revamp

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  1. 2012 Packaging Revamp

  2. Quality icons

  3. Why revamp all our packaging? • With adoption of SO GOOD in 2011, there was a requirement to incorporate the SO GOOD branding in all our packaging artwork • This represented an opportunity to also: • Refresh and update the artwork • Obtain consistency across all elements (a few are very out of date) • Incorporate CPA and new labeling act requirements • Above all, ensure that this important consumer touch point is working as hard for the brand as possible

  4. Strategic Direction for Packaging Re-enforce trust in the KFC brand through quality cues and messaging

  5. Consumer research summary • 8 focus groups were conducted amongst a cross-section of our customers – exposed to new packaging design mock-ups, spontaneous responses and detailed evaluation of all elements and copy ellicited • Consumer response to the proposed packaging designs is overwhelmingly positive and viewed as a vast improvement on current pack designs  suggests that consumer’s are ready for a pack change (consumer permission)  • Research response indicates that the designs are effective in driving/ providing ‘Quality’ cues • If anything, the pack designs may increase consumer expectations of product delivery and quality – we can expect lower consumer tolerance for poor quality product (e.g. over held chicken)   • The research response indicates that the proposed packaging succeeds in revitalising and contemporising the brand shifts the brand into a more youthful, modern, ‘fresh’ and contemporary space that is more relevant to consumers  • The research response indicates that the packaging succeeds in creating a consistent brand image across the range that reflects the brand values • The research response indicates that the designs are easily recognisable as KFC (brand continuity) and that the packs succeed in reflecting rather than shifting KFC core brand values   • The research response indicates that the packaging visuals work hand in hand with the positively received messaging to strengthen quality cues for the brand (both intrinsic and extrinsic)

  6. Final range

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