Nut brand Planters is to be relaunched next month with design work by Ergo, as brand owner Trigon Snacks seeks to shake up what it sees as a dormant market.
The company intends to spend ‘between £150 000 and £200 000 on design and origination of new packaging’ over the next 12 months, says Tringon Snacks marketing director Robert Woodall.
Well-known in the 1970s and 1980s for its dry roasted peanuts, the Planters brand has ‘lost its way’ in the UK over the past decade, says Woodall.
‘KP Nuts is a lazy brand leader. The market’s been asleep, with very little innovation. We want to deliver that through our packaging,’ he adds
Ergo was briefed to bring personality back into the brand and ‘kick-start’ the Mr Peanut character as a visual icon. Ergo partner Simon John adds, ‘Looking at the history of the brand, we were surprised to find Mr Peanut had been relegated to a mere footnote, even though he was conceived before Mickey Mouse was born.’
The consultancy was appointed last December without a pitch. It collaborated on the design with the client and pack manufacturers Dines Plastics and Decorative Sleeves.