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Kraft

Kenco launches new packaging design ahead of £11m marketing investment

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By The Drum Team, Editorial

May 19, 2011 | 2 min read

Kraft-owned instant coffee brand Kenco is undergoing a packaging makeover this summer ahead of an £11m marketing investment which is set to include TV.

The new look 100g and 200g jar designs first hit shelves in February for the brand’s Kenco Pure variant, but now Kenco Rich, Kenco Smooth and Kenco Decaffeinated are all set to benefit from the makeover.

In a bid for stronger shelf stand-out, the new jar designs are taller and more slim-line and with a more contemporary, feminine look. They also feature the new Kenco logo, updating and freshening the look of the brand.

Kenco senior brand manager Sam Greenwood commented: “2011 is a big year for Kenco, which means the brand is likely to be front of mind with consumers when they’re picking up their instant coffee.

“Our new look jars are huge news for the brand, and we think they will help to make Kenco really stand out from its competitors. They look fantastic on shelf, and should help retailers make a real impression in their coffee section – they’re completely different to anything else in the market.”

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