Jamaica Ginger Cake spices up packaging with Brandhouse
McVities Jamaica Ginger Cake has undergone a revamp from brand specialist Brandhouse to help invigorate the brand.
McVities thought it was time to refresh the brand and introduce it to new consumers, and hired Brandhouse to identify what consumers love about the cake, and how the packaging could stand out from others on the supermarket shelf. The research found that people like the brand because it is traditional and makes them feel nostalgic.
The new designs feature a tropical paradise theme, in warm red and brown colours as well as a new and bolder typeface.
Crispin Reed, managing director with Brandhouse, said: “Nostalgia is a powerful emotion. The heritage and origins of the brand also create strong associations and motivations for consumers. We understood that we need to harness this emotion through subtly changing the appeal of this much loved product.”