New packaging for Dairy Box
Creamy boxed chocolate assortment Dairy Box celebrates its 75th birthday this year with new packaging launched in time for Christmas.
Research conducted by the agency Epoch Design suggested that the brand was best known amongst consumers for its femininity. This had been lost over recent years, with the last update in 2007 favouring a gender-neutral design. To increase consumer appeal, the solution was to reposition Dairy Box as an unashamedly feminine chocolate assortment.
Popular elements such as flowers and butterflies were reintroduced in a contemporary style. As well as refining the logo, new product photography was used on front and back of pack whilst copywriters renamed the ten sweet varieties and updated the descriptions to better appeal to modern shoppers.
Mike Tollan, head of Boxed Chocolate at Nestle Confectionery comments, “The Milk Inlaid assortment market continues to show good growth. With this brand refresh we will enhance Dairy Box’s gift worthiness by highlighting the brand’s more feminine side and by showcasing the chocolates on the front of the box”.
Two box sizes are available in-stores from September: 200g and 400g.
