Primo Milk Was Re-Branded to Target Gen Z Consumers
Mishal Omar — August 2, 2017 — Marketing
References: dowdesign.co.nz & thedieline
The Primo milk brand decided to re-brand its bottles to better appeal to the Gen Z demographic – more specifically, teenagers between the ages of 14-17.
The brand enlisted the creative agency Dow Design Ltd. to create these new bottles, which are now featured with white backdrops, varying colors of liquid-like "drips" at the top, and labeling that describes the bottles' contents. Flavors in the collection include Strawberry, Banana, Lime and a traditional Chocolate.
While the Primo milk brand acknowledges that its product is not necessarily the most "high quality" on the market, its goal is to make sure that its design is able to be more impressive, or attention-grabbing, than all of its competitors.
The brand enlisted the creative agency Dow Design Ltd. to create these new bottles, which are now featured with white backdrops, varying colors of liquid-like "drips" at the top, and labeling that describes the bottles' contents. Flavors in the collection include Strawberry, Banana, Lime and a traditional Chocolate.
While the Primo milk brand acknowledges that its product is not necessarily the most "high quality" on the market, its goal is to make sure that its design is able to be more impressive, or attention-grabbing, than all of its competitors.
Trend Themes
1. Gen Z Targeting - Re-branding products to specifically target the Gen Z demographic, such as flavored milk, creates opportunities for companies to capture the attention and loyalty of this influential consumer group.
2. Creative Packaging - Investing in unique and eye-catching packaging designs, like the liquid-like 'drips' and descriptive labeling on the Primo milk bottles, can help brands stand out in crowded markets and attract consumer attention.
3. Flavor Innovation - Developing a diverse range of flavors, beyond traditional options like chocolate, for products like milk can help brands tap into changing consumer preferences and cater to a wider audience.
Industry Implications
1. Dairy - The dairy industry can explore re-branding and innovative packaging techniques to revitalize milk products and appeal to younger consumers.
2. Food and Beverage - The food and beverage industry can capitalize on the trend of targeting Gen Z consumers by introducing unique and flavorful options that resonate with this demographic.
3. Creative Marketing - Creative agencies and marketing firms can play a crucial role in helping brands re-imagine their products and develop attention-grabbing packaging designs that attract consumers and differentiate from competitors.
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