Project white paper. - Nine

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Project white paper. - Nine

CLIENT: Friggs

BRAND/PROJECT: Premium Eco Teas YEAR: 2009

“The successful introduction of Friggs Eco Tea

has been extremely important for the growth

of the company and its success, and has also

delivered a face-lift for Friggs.”

Catharina Setterwall, Marketing Director, Friggs

Project white paper.

1


Friggs

CLIENT

Premium Eco Teas

PROJECT TITLE

Innovation Support

SERVICE

Food & Beverage

CATEGORY

100% Compostable

THE FIRST PACKAGING

IN ITS CATEGORY TO

BE ABLE TO MAKE THIS

CLAIM. THE BAGS ARE

WRAPPED IN A BRAND

NEW ORGANIC

CELLOPHANE.

*CTP = Communication Through Product

EXECUTIVE SUMMARY

Friggs turned to NINE for support during the development of a new organic

tea series, launched in Swedish stores. The project started with a Business Case,

showing the potential for increased margins and for a new price level, significantly

higher than for conventional organic product launches in the large supermarket

chains. The Business Case included price- and cost analysis, consumer

trials and estimation of market potential, and defined pre-requisites for successful

implementation and launch.

Friggs’ objective was to match or exceed the growth of the green, red and

herbal tea segment; driving the development of the segment.

Results from focus groups during the insight phase showed that the consumers

wanted:

• A modernized Friggs brand

• Tea packaging with news value

• Environmentally friendly packaging

• Gift-like packaging that is nice to display at home

Based on the Business Case and consumer preferences, NINE developed a

new packaging concept for Friggs’ new premium teas. The packaging is 100%

compostable, with tea bags in aroma proof cellophane envelopes. With its clean

design and matte carton finish without outer plastic film, the packaging stands

out in the shelf and clearly communicates the good and natural contents, all

achieved with limited production- & packaging equipment adjustments.

Project Facts

-----------------------------------------------------------------------------------

– RETURN ON INVESTMENT WITHIN FIRST YEAR

– NEW PRICE POINT: UP WITH >200%

– BETTER COST STRUCTURE WITH NEW CO-PACKAGER

– INNOVATIVE MATERIAL CHOICE – COMPOSTABLE BAG ENVELOPES

– HIGH HIT-RATE IN RETAIL; ENTIRE YEAR VOLUME ORDERED DURING FIRST QUARTER

– PROJECT WAS FINANCED BY RE-ALLOCATION FROM MEDIA BUDGET (CTP*)

2


Friggs

CLIENT

Premium Eco Teas

PROJECT TITLE

Innovation Support

SERVICE

Food & Beverage

CATEGORY

Friggs Heritage

DURING THE LATE 60’S

AND 70’S FRIGGS WAS

THE LEADING BRAND

IN THE HEALTH FOOD

CATEGORY, LONG

BEFORE HEALTHCARE

FOUND ITS WAY INTO

THE SUPERMARKETS

Portfolio Strategy

PRODUCT CATEGORIES

HAS BEEN ADDED OVER

THE YEARS, WITH THE

ONLY CONSISTENT

BRANDING ELEMENT

BEING THE LOGO. THE

COST FOR A SMALL

COMPANY OF KEEPING

A PRODUCT PER PROD-

UCT PORTFOLIO WAS

QUESTIONABLE.

PROJECT OVERVIEW

THE BRIEF

-----------------------------------------------------------------------------------




Create a concept that takes Friggs from old-fashioned organic, benchmark

target for private brands, to modern ecologic products that the consumer

believe in and is willing to pay a premium for.

Make Friggs Eco Teas as environmentally friendly as possible.

Achieve high word-of-mouth value and become a product that is proudly

displayed on the table, subsequently becoming a bloggers and magazine

favourite. We call it CTP - Communication Through Packaging.

THE OBJECTIVE

-----------------------------------------------------------------------------------





To match or exceed the growth of the green, red and herbal tea segment;

driving the development of the segment.

Increasing the overall margin on Friggs products by introducing a benchmarking

product that sets the bar for future NPD.

Increasing the number of articles in the shelf, improved shelf-space and

position, without jeopardising the space of the existing articles.

Appeal to a new healthy and green generation. Revitalise the brand.

OUR KEY ISSUES

-----------------------------------------------------------------------------------




How do we handle the Friggs logo and brand that is such a Swedish Classic

but low on credibility today?

How do we long-term manage the Friggs range of products and categories

to build a strong product portfolio? Master brand vs. category brand strategy?

To find producers and packers that are willing to adapt to Friggs increase in

demand for unique products and packaging solutions.

Vitamins Powerbars Ricecakes Juices Seeds Herbal Teas

3


Friggs

CLIENT

Premium Eco Teas

PROJECT TITLE

Innovation Support

SERVICE

Food & Beverage

CATEGORY

Contact

For a personal more detailed

presentation of NINE

services & cases contact:

HENRIK ÖSTLING

Business Development Mgr

+46 (0) 709 920 554

henrik.ostling@nine.se

PROJECT PROCESS

PHASE 1 – INSIGHT

-----------------------------------------------------------------------------------

Business Case: Category research and analysis, brand history and benchmarking.

Friggs core consumers are open for more than incremental change, they are

loyal but frustrated with the current stagnation.

PHASE 2 – CONCEPT DEVELOPMENT

-----------------------------------------------------------------------------------

Exploring different sustainable “ownable” concepts to differentiate Friggs from

multi-national competitors in supermarkets. Graphic and structural design

concepts. Ideas in structure and material checked against production feasability.

Research brief and analysis for focus group testing of concepts.

PHASE 3 – DESIGN DEVELOPMENT

-----------------------------------------------------------------------------------

Refinement of the chosen concept. Development of design platform. Prototype

production and business support to Friggs purchasing department, on-site production

support. Final material, structural and graphic design approved.

PHASE 4 – DESIGN IMPLEMENTATION

-----------------------------------------------------------------------------------

Application of final design on whole range of articles. Design platform and

guidelines. Strategic support to Friggs sales team.

PHASE 5 – ARTWORK & PRODUCTION

-----------------------------------------------------------------------------------

Artwork to production and quality control on print-run and conversion.

PR pictures for distribution to key opinion makers and bloggers.

Phase 1: Business Case

Phase 3: 3-D Visualisation

Phase 2: One of 3 alternative concepts

Phase 4: Application of graphic design on all articles

4


Friggs

CLIENT

Premium Eco Teas

PROJECT TITLE

Innovation Support

SERVICE

Food & Beverage

CATEGORY

Project Overview

COMPRESSED SUMMARY

OF IDENTITY, BUSINESS

CASE AND DESIGN

STRATEGY.

SUMMARY

CREATIVE DIRECTOR SUMMARY

-----------------------------------------------------------------------------------

Looking back at the history of Friggs, there was a period in the late 60’s and

70’s when Friggs was a very well designed and category-leading brand. We

had access to some really inspiring images of the healthfood shelf. We saw an

opportunity in this project to set the tone for a revitalisation of the brand. We

are proud of our client team, that they dared to chose the most differentiating

design concept out of the four we tested.

CLIENT DIRECTORS SUMMARY

-----------------------------------------------------------------------------------

The Friggs project is an interesting example of what can be achieved by spending

the money on design first, to create a pull-effect through social media. If

you are a small company with a well known brand, you don’t have a chance

to make an impact through media spending. Using new product development,

design and PR as a holy trinity can be viewed as a democratization of marketing,

customer generated marketing, also called word-of-mouth, but in the social

media age.

SMAKRIK TYPOGRAFI

FRIGGS

EKOLOGISKT GRÖNT TE MED

FLÄDER, ÄPPLE & CITRUS

En blommig och elegant sommardröm

med inslag av friska citrustoner

TE MED ENDAST NATURLIGA RÅVAROR

FRIGGS

EKOLOGISKT ÖRTTE MED

HIBISKUS, NYPON & BÄR

En ljuvlig blandning med doft av

rosa blommor, blåbär & svarta vinbär

TE MED ENDAST NATURLIGA RÅVAROR

FRIGGS

EKOLOGISKT GRÖNT TE MED

PEPPARMYNTA & CITRON

En livlig blandning med uppfriskande

citrongräs & svalkande pepparmynta

TE MED ENDAST NATURLIGA RÅVAROR

FRIGGS

EKOLOGISKT ÖRTTE MED

PEPPARMYNTA & LAKRITSROT

En förförisk blandning med söt lakrits,

lindblommor & frisk eukalyptus

TE MED ENDAST NATURLIGA RÅVAROR

EKOLOGISKT GRÖNT TE MED

KANEL, NEJLIKA & KARDEMUMMA

Ett kryddigt värmande te med kanel,

söt apelsin och en doft av Orienten

TE MED ENDAST NATURLIGA RÅVAROR

TE MED ENDAST NATURLIGA RÅVAROR

FRIGGS

FRIGGS

EKOLOGISKT ROOIBOSTE

MED RABARBER & VANILJ

En charmigt fruktig blandning med

söta jordgubbar & somrig rabarber

GILL SANS LIGHT

BEURRE REGULAR

GILL SANS BOLD

EKOLOGISKT GRÖNT TE MED

KANEL, NEJLIKA & KARDEMUMMA

Ett kryddigt värmande te med kanel,

söt apelsin och en doft av Orienten

TE MED ENDAST NATURLIGA RÅVAROR

KONTRASTERANDE TYPSNITT

TYDLIGA FÖRPACKNINGAR MODERNISERAD LOGOTYP

BRED FÄRGPALETT

STRATEGY

1. Introduce Benchmark Product

Keep existing core volume articles while introducing

new premium product range targeted at new users

2. Re-design core articles

Modernize but secure recognition, while increasing

similarity to new premium range

EKOLOGISKT ÖRTTE MED

HIBISKUS, NYPON & BÄR

En ljuvlig blandning med doft av

rosa blommor, blåbär & svarta vinbär

TE MED ENDAST NATURLIGA RÅVAROR

20 TEA BAGS 15:90 SEK 20 TEA BAGS 17:90 SEK

RENT FOTOMANÉR

ECO MÖNSTER & IKON

12 TEA BAGS 24:90 SEK

1.

NEW POSITION

NEW TARGET

+205% PRICE PER

TEA BAG

2.

+17% VOLUME

+20% MARGIN

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CLIENT HISTORY

6

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