When you release a new dairy product into New Zealand’s competitive consumer dairy market you need to show commitment, pointy differentiation and a strong pathway to launch. The client, a Nelson family with a strong farming heritage came to Voice to help them realise their new product idea – ‘fresh from the farm’ A2-tested cows’ milk sold in glass bottles.
The result of consumer research conducted on milk sold in glass bottles was stand-out. Customers believed milk in glass looked better, tasted better and was even better for you. Add to this commercial picture an industry that has grown from 700,000 to well over 7,000,000 units in just over three years.
Within this compelling opportunity, Voice helped the client understand the nature and forces at play in the premium milk industry, where the Aunt Jean’s Dairy product should best be positioned, and what, of its many benefits, should bubble to the top.
Traceability to source, a fresh, minimally processed product and the sustainability of glass packaging became the hero features that would take the product to market.
Before the product launched it was accepted by a large Auckland boutique supermarket and one of the national supermarket chains.
What we did
Brand Strategy and Positioning, Logo and Visual Identity, Packaging, Sales and Marketing Collateral, Retailer Pitch Documents, Website