Dairy giant ropes in brand firm to redesign product packaging. Name changed to Amul Lassi as it drops ‘cool’
BestMediaInfo Bureau | Delhi | October 30, 2013
Amul has roped in renowned brand strategy and brand design firm DY Works to reinvent the look and packaging of Amul Kool Lassi to attract the young Indian demographic. Being a brand that gives significant emphasis to its image and marketing, it was felt that the tetrapack that Amul Kool Lassi has been sporting since its launch needed to be revamped to a contemporary pet bottle.
Speaking about the project, Alpana Parida, President of DY Works, said, “The brief was very interesting, and based on our preliminary research we realised that most of the companies in the peer group, whether it was colas or mineral water, had already moved to pet bottles. Thus the need was to design a packaging that was not only upto date with current trends but one that capitalised on gaining popularity as a healthy and natural beverage.”
An extensive cross-category study of beverages and customer preferences revealed that the biggest strategic challenge was to re-establish the relevance of lassi in a modern context where alternative beverages like colas and juices dominate the consideration set. Hence, the design objective was to put lassi in the modern, contemporary space with the product USPs of health coming in as supporting factors.
Accordingly, DY Works chose the route of cashing in on the idea of ‘cool’ manifested through a youthful and vibrant splash of colours. The team at DY Works felt that is was important to use the white background with a balance of colours but at the same time not come across as cluttered. The new packaging has helped appeal to a younger audience by emphasizing much more on style. It has revitalized the brand corresponding to a dramatic uptake in sales.
Remarking on the effective packaging and design, RS Sodhi, Managing Director, GCMMF Ltd, commented, “The strategy to rebrand Amul Kool Lassi to Amul Lassi and redesigning the look to attract youth along with the message of health has really paid off well in the market. There is a rising demand for lassi in the new pack design which has helped us increase penetration of lassi by 50 per cent in the market.”