Discovering Alpro’s Even Better Blended

Discovering Alpro’s Even Better Blended

Elmwood – Alpro Caffè

“Already the market leader in plant-based alternatives, Alpro saw an opportunity to go one step further by launching its first range of chilled coffees.

Alpro’s blend of delicious plant-based drinks and single origin coffee made it unique in a rapidly growing category. It needed a design that showcased indulgent flavours and uplifting plant-based moments, as well as the product’s coffee credentials and premium positioning.

To really emphasise the fact this was a totally new way to enjoy Alpro, we championed the idea of ‘Discover the Difference’ – drawing on Alpro’s expertise to tell a provenance story that highlighted the product’s blend of exotic ingredients. We collaborated with an illustrator to handcraft a premium ‘pen and ink’ rainforest design that broke category codes while staying authentically true to the brand. Following the success of the launch, Alpro asked us to design a premium single serve format, in which we concealed animals, such as toucans and butterflies, which were native to the source of the coffee beans – Brazil, Peru and Ethiopia – to further add to the sense of discovery.

To support the market launch of the exotic new range, we developed a communications platform based around the idea of ‘Life’s better blended’ – emphasising the unique blend of plant-based ingredients and coffee Alpro is bringing to the market. This included a full suite of point of sale and shopper communications such as press adverts and shelf wobblers.”

CREDIT

  • Agency/Creative: Elmwood
  • Article Title: Discovering Alpro’s Even Better Blended
  • Organisation/Entity: Agency Commercial, Published
  • Project Type: Packaging
  • Agency/Creative Country: United Kingdom
  • Market Region: Europe
  • Format: Bottle, Cup
  • Substrate: Pulp Carton
  • Industry: Food/Beverage

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