As the leader in Indonesia, Danone’s SGM brand of infant nutrition launched a new line of Ready-to-Drink (RTD) products to extend its brand’s offering to address a growing child’s nutritional needs.
Parents understand that SGM Explor is a powder-based milk product that aids their child’s nutrition. Although counting on its strong reputation, SGM’s entry into the RTD market presented a challenge as their loyal customers did not connect milk powder with a RTD. The drink’s uniqueness was on highlighting the value to brain development of its proprietary formula called Complinutri – nutrition adapted from the goodness of SGM’s original milk powder formula and enriched with Choline, Omega 3 and Omega 6. Given strong regulatory issues in communications as well as having to adapt global brand guidelines, the new packaging identity had to meet a number of varied objectives which would ultimately made sense to regulators and customers alike.
Far far away, behind the word mountains, far from the countries Vokalia and Consonantia, there live the blind texts. Separated they live in Bookmarksgrove right at the coast of the Semantics, a large language ocean. A small river named Duden flows by their place.
Given the “shelf-blocking” effect of SGM’s strong Red color branding, we utilized Red predominantly on packaging, and enhanced it with Platinum and designed a more 3D look to the product’s nutritional Engine to reassure moms that SGM’s new Aktif RTD has the same complete goodness of the original SGM Eksplor range.
We also created a new mascot performing a variety of activities for the SGM Aktif range with the purpose of attracting kids’ attention and further influencing moms that this product range helps their children’s early development – all while keeping the original feeling of “attractive and fun” of the original SGM branding.