INDUSTRY TALK
Local brands feature in global packaging redesign awards
South African brands MAQ and Playboy Deodorants are among the top 10 winning brands in the 2019 Nielsen Design Impact Awards. The awards recognise successful package redesigns in the global consumer packaged goods space.
O
ver the past three years, the
through the clutter. Packaging acts as one
Nielsen Design Impact Awards
of many little billboards for your brand. It
have gained distinction and
is great we have two winners from South
prestige within the design
Africa among the top 10 winning brands of
community for underscoring real and
the Nielsen Design Impact Awards. It shows
measurable business value of outstanding
the importance being given to packaging
package design. Building on the success
in our market.’
of these awards in the US market, in 2019 Nielsen opened the door for entries to global
Winning with design
submissions, netting 10 winning brands from
The 10 winning brands, across food,
around the world.
beverage, alcohol, personal and home care
Nielsen Bases Lead for sub-Sahara Africa,
products, were recognised for leveraging the
Esti Prinsloo, comments: ‘Pack designs have
art and science of design within the global
was created for each variant within the
great impact on awareness and help break
CPG space.
range, balancing the singular brand identity.
Nielsen created its Design Impact Awards programme to honour brands elevating the role of packaging in the marketing mix NIELSEN DESIGN IMPACT AWARDS 2019 GLOBAL WINNERS: • Nice! (US brand owned by Walgreens; design agency: Soulsight) • M&M’S (US brand owned and designed by Mars Wrigley Confectionery) • Icelandic Provisions Skyr (US brand owned by Icelandic Provisions; design agency: Moxie Sozo) • Hess Select (US brand owned by The Hess Collection Winery; designer: Michael McDermott) • Alpura (Mexican brand owned by Alpura; design agency: Foic Lecanda) • Arawana Oil (Chinese brand owned by Yihai Kerry; design agency: Dongdao Creative Branding Group
Nielsen Bases design solutions VP, Kyle
Brand manager, Matthew Dees explains:
McKinley, explains: ‘With all 10, we saw
‘Our aim was to ensure the product stands
common themes that bridged their redesign
out on-shelf while showcasing our diverse
success. Brands winning with design are
range of fragrances, delighting current
designing with a “hyper focus” on the ebbs
consumers and winning over new ones.’
and flows occurring within the business and
Working within the technical limitations
consumer landscape. They are leaning into
of printing on aerosol can presented an
design to stretch beyond a category norm,
interesting challenge. ‘We balanced
using design to address white space or to
creativity and the printing process to
respond to shifts in consumer preferences
achieve the right result,’ comments Angela
and behaviour. This year’s winners were the
Driver, director at Sainsbury Design.
best in class at creatively using their pack
The team also chose a new format for the
redesign as the vehicle to effectively address
aerosol moving away from the long standing
the evolving needs of today’s consumer.’
norm within the category of using a fitted
Nielsen created its Design Impact Awards
cap, which consumers often lose or throw
programme to honour brands elevating
away. The redesigned Playboy deodorants
the role of packaging in the marketing mix,
feature a twist and lock actuator.
bringing light to the tremendous contribution
Dees says Playboy consumers have
effective package design brings to a brand’s
enjoyed the packaging redesign; the brand
bottom line.
has also experienced a substantial increase in sales.
Redesigned with a new aerosol format
roll-on range. We also redesigned this range
The Playboy brand underwent a
from a rounded roll-on bottle, to a new
modernisation in 2018 to adapt to fast
ergonomic design, sleek enough to fit the
changing category trends. A unique identity
contours of one’s hand.’ •
‘The impact was so big, it extended to the
and Posher Design) • MAQ (South African brand owned by Bliss Brands; design agency: Fountainhead) • Playboy Deodorants (South African brand owned by Amka; design agency: Sainsbury Design) • Prestígio (Brazilian brand owned by Nestlé; design agency: DBA B+G) • Satis! (Brazilian brand owned by Ajinomoto do Brazil; design agency: Arcwwbrasil).
P C Review | SEPTEMBER 2019 |
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