Insecticides get new Euro packs

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”.