Weight Watchers has ventured into the cereal market with new brand extension Love Fibre, created in alliance with Weetabix.
Rolling out nationally this month, Bluemarlin has created the packaging for the new range which aims to highlight the brand’s proposition in the highly competitive and cluttered breakfast category.
Also tasked with naming the range, Bluemarlin built on the ‘See the Light’ positioning created for the redesign of the Weight Watchers UK Foods portfolio in 2012 with Bluemarlin’s London team developing the big idea – ‘Deliciously Healthy – the best start to my day’.
Rebecca Egan, marketing manager for Weight Watchers, said: “The design aligns Love Fibre perfectly with Weight Watcher’s portfolio, while also standing strong as a viable contender in the breakfast cereals category. The optimistic aesthetic of the pack with its appetising photography appeals to anyone looking for a positive way to begin their day, not just those watching their weight.”
The packaging itself aims to turn breakfast into an uplifting and pleasurable event, with morning light shining from the Weight Watchers logo onto a table, where a generous portion of cereal sits. Photographs of the natural ingredients also feature as part of the design to add taste appeal.
Vibrant tablecloths have been used to differentiate between the variants with the ‘Love Fibre’ word mark featuring at the centre of the pack for impact, with the love heart used to echo the sentiments inherent in the name.