Product category:
Design services
News Release from: Blue Marlin Brand Design
Edited by the Marketingservicestalk Editorial
Team on 30 May 2007
Blue Marlin gets into the Groove
Weetabix is launching Groove - a new Alpen snack bar with a category-breaking brand identity and packaging design by Blue Marlin Brand Design.
Groove is a delicious bar of Alpen cereal moulded to include a deep groove filled with a channel of moist fruit puree or chocolate praline filling Blue Marlin has developed a brand strategy that aims to create breakthrough presence in a relatively young and previously unsophisticated sector
This article was originally published on Marketingservicestalk on 9 Mar 2007 at 8.00am (UK)
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Weetabix Innovations Manager Angie Johnson said: "The cereal bar market continues to grow and we realised there was an opportunity for Alpen bars to extend into eating occasions by launching a more indulgent bar range.
"Groove offers a completely new taste experience by providing a taste hit, in the concentrated channel of flavour, followed by tasty Alpen cereal.
"Groove has been designed for when you feel like having a treat but don't want to overindulge".
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Blue Marlin was briefed to develop a strategy for the new cereal bar in December 2006 following research that revealed there is little brand loyalty in the cereal bar sector and consumers select on ingredients and texture alone.
Previously, the cereal bar market was generic and devoid of any real branded offers, which has provided a significant opportunity for the Groove bar to occupy a more engaging positioning.
The packaging design communicates taste through the use of rich background colours for the three variants of lemon, chocolate and strawberry and is significantly differentiated from the existing Alpen bar portfolio to engage a broader audience, while leveraging the quality credentials of the master brand.
Johnson continued: "Blue Marlin has defined an ownable territory and positioning for the brand based on consumers' insights into who buys cereal bars - busy women who enjoy the occasional treat".
Blue Marlin's Executive Creative Director Martin Grimer said: "The cereal bar is very busy category so we've created a design to cut through the kaleidoscope of colour that currently dominates the category.
"The designs are supported with doodles that capture the sentiment of each quote; the Groove brand typography was inspired by the mastheads of women's magazines and supported by sassy, bold and tasty colours.
all of this delivering attitude and engagement with consumers on their mundane tea breaks".
Blue Marlin's strategy encourages consumers to 'Go against the groove' and cut time for themselves with an Alpen Groove bar.
It breaks the traditional codes of ingredients and texture cues in the cereal bar market and uses simple rich coloured backgrounds to communicate taste.
The new Groove brand mark has been stretched across the pack to give maximum stand-out and connect with the idea of a 'break' in the day.
The designs feature light-hearted and engaging quotes such as 'the cat that got the cream', 'new shoes' and 'been shopping'.
These are signed off '....back in the Groove', and supported with illustrations that capture the sentiment of each quote.
This connection to the brand mark, and use of the name allows the brand to leverage both the desire for a tasty treat and also a moment of levity away from work or routine daily chores.
It connects with consumers' genuine motivations to snack - reward, diversion and indulgence.
The brand idea is currently being translated into press and POP.
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