Aunt Jemima - Bilingual Packaging

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Created: 01/21/13
Last Edited: 03/02/14
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Description
Bilingual packaging revitalization for one of the oldest brands in the U.S.A.
  • Company:
    Quaker Oats Company.
         
    Project:  
    Pancake mix package update.
         
    Purpose:  
    Encourage increased product consumption rate by simplifying usage instructions, adding non-breakfast meal recipes, and communicating all information in bi-lingual text.
         
    Solution:  
    Retain the brand equity/look that consumers know, while making subtle cosmetic enhancements to create         a more user-friendly package. Bugs on the front panel place special attention to the new recipes and the product’s long-standing heritage/authenticity (year-of-origin). The back panel is better organized to first indicate traditional pancake instructions and then follow-up with other new and easy recipes for lunch and dinner meals.
         
    Outcome:  
    Consumers are using dramatically more product since packaging was updated.

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