A few years ago, the French communication agency DDB carried out a survey in which marketing directors were asked to name what they considered the characteristics of a strong brand. The strengh of the signs of recognition (packaging, logo, codes, etc.) by the consumer ranked third (36%).
Packaging is all the more important in the cereals market as the actual product cannot be tried before buying it. Consumers need signals which will reassure them and make them buy the product. The packaging constitutes one of these signals, perhaps the most important. It is a touch point.
It is therefore important to analyse and compare the packagings of Nestlé Plus and All Bran.
- I will now describe and compare the most evident elements.
The shape is the same, a rectangle. The size is almost equal, Nestlé Plus’s packaging being a little bigger in height. The colours are different : All Bran’s packaging has lighter and hot colours (yellow and different shades of orange) whereas Nestlé Plus’ has darker and colder colours (purple, green as well as some white). The positions of the main descriptive parts on the packagings are a little different : the detailed nutritional information are not on the same edge.
- I will now start a deeper analysis. I will only analyze and compare the front side of the packagings. The back side contain brand sales ptiches which will be reviewed in another post.
The element which draws the attention the most on the All Bran’s packaging is the shining yellow sphere placed upon the bowl full of cereals. Inside this yellow sphere is written in large letters All Bran and Kellogs. One can say without a doubt that it is meant to be the sun (it is depicted in the upper left corner, as in drawings). So the message is this : by eating these cereals, you obtain for yourself the sun’s characteristics. In other words, you get more life, more energy, more light, more well-being. These are the key brand benefits of All Bran. The message may seem easy to understand. However, in my opinion one needs to think about it some time before getting it.
Regarding the Kellogs logo next to the All Bran inscription, it is a brand naming strategy aimed at increasing All Bran’s brand equity: Kellogs is a famous name. Doing this instantly ties All Bran to Kellogs in the minds of consumers. Nestlé does the same thing.
The smaller brown sphere with “Fible Plus” inside may be viewed as a planet but this is of secondary importance.
Around the bowl is written in white “Libérez-vous !”, an order which may be unclear to consumers who do not know what Kellog’s All Bran stand for or what “fibres” (fibers) do. All Bran contains fibers. These help alleviate bowel problems. It can be said bowel problems are considered as a prison. In other words, All Bran is the key to freedom. Thus, the key brand benefits are again highlighted but the delivery to the consumers may be problematic.
Given the brand benefits (which are nearly medicinal) All Bran says it brings, one can say a certain number of customers engage with All Bran on a functional level. This is emphasized on the whole packaging. The same can be said of Nestlé Plus.
On this packaging, the element which draws the attention the most is the word “Plus”. It obviously refers to the brand benefits. The “Plus” is explained below with arguments put in a bulleted list. It is interesting to note that unlike All Bran, which has chosen a visual and symbolic strategy to explain the brand benefits, Nestlé Plus has chosen to write two arguments. As a comparison, there is three time more words on the front side of Nestlé Plus’ packaging. Besides the different packaging colours, this is perhaps the most differentiating element between the two brands.
The presence of more words perhaps make clearer the brand benefits. One should not forget the targeted consumers, adults, will probably read what is written on the packaging, unlike children. The message is that Nestlé Plus will bring you a large amount of fibers, which is good for your health as it has already been said. The message also emphasizes how delicious Nestlé Plus’ cereals are. This is another differentiating point as on the All Bran packaging there is no mention of pleasure.
It should be noted there exists another Nestlé Plus product called Nestlé Plus antioxidants. Instead of containing fibers, it contains antioxidants. So the benefits and the message are a little different.
The green and the white are found on the packagings of the other brands of Nestlé. The white may be interpreted as representing purity while the green as authenticity and nature. The organic image Nestlé wants to broadcast is also highlighted through the green “blé complet” sign. This is radically different from All Bran’s branding strategy which does not bring up any organic consideration.