LITTLE LABELS OF BIG CONSEQUENCES
Brand | GLOBAL EXPORT CO. |
Product/Service | AMERICAN GARDEN HABANERO SAUCE |
Entrant | Y&R DUBAI, UNITED ARAB EMIRATES |
Category | Packaging |
Entrant Company
|
Y&R DUBAI, UNITED ARAB EMIRATES
|
Advertising Agency
|
Y&R DUBAI, UNITED ARAB EMIRATES
|
Brief Explanation
The hot sauce category is dominated by big, established brands like Tabasco who also have a
habanero variant. We needed an impactful way to stand out on the supermarket shelf and get
people to try our new sauce.
The Brief
American Garden has a wide range of condiments and wanted to promote their new Habanero
hot sauce to supermarket consumers in the UAE.
How the final design was conceived
Habanero chili peppers are known to be one of the hottest, and only a tiny drop of Habanero
sauce can spice up any dish. In short, 'a little thing can cause a huge impact'. So, we launched a
series of limited edition packaging. The packaging was bottle labels that unrolled into a long strip
and told stories of minor events, blunders and mistakes that ended up having huge
consequences on the world.
There were 10 stories illustrated by different artists, making each bottle label distinctive &
striking, and enabling the entire collection to stand out on a busy supermarket shelf.
Indication of how successful the outcome was in the market
In a sea of red hot sauce bottles, our Habanero Sauce really stood out on shelf. People actually
spent time in an aisle they normally wizz through and opened the labels to read the stories.
American Garden is a popular food brand in the region, and although its list of best-selling products covers a range of condiments and canned food, its hot sauce still ranks relatively low on the list. Since a large portion of American Garden’s sales comes from bulk orders from restaurants, we needed to introduce our new Habanero Sauce in a way that would help us stand out against big name competitors.
Credits
Shahir Zag |
Y&R Dubai |
Chief Creative Officer |
Shahir Zag |
Y&R Dubai |
Creative Director |
Kalpesh Patankar |
Y&R Dubai |
Executive Creative Director/Creative Director |
Ash Chagla |
Y&R Dubai |
Executive Creative Director/Creative Director |
Shahir Zag/Ash Chagla/Guillaume Calmelet |
Y&R Dubai |
Copywriter |
Kalpesh Patankar/Kapil Bhimekar |
Y&R Dubai |
Art Director |
Shahir Zag/Kalpesh Patankar/Kapil Bhimekar |
Y&R Dubai |
Designer |
Sachin Soni/Stefano Marra/Veronica De Fazio/Sergey Maidukov/Kuba Kolodziejak |
Y&R Dubai |
Illustrator |
Shaik Shibli |
Y&R Dubai |
Group Account Director |
Binnu Cherian |
Y&R Dubai |
Production Manager |
Alyshia Fazal |
Global Export Co. |
Marketing Manager |