Michael Peters Limited has harmonised the packaging and identities for Sara Lee insecticide brands in seven European states. The brands include Vapona, market leader in the UK and Holland; Bloom, market leader in Spain; and Catch, which has more than 30 per cent of the French market.
The packaging features a new identity that incorporates all of the existing brand names.
MPL has created a “framework”, says MPL head of European brands Karn Nelson, which includes a colour strategy. The new look has been applied to more than 100 packs. Sara Lee’s international co-ordinator David Wagman says the new concept “protects the equities while significantly improving the communication and competitive values of our product portfolio”.