Pearlfisher has repositioned and repackaged Flora and Flora Light for the Portuguese market, in an effort to re-establish the brand in the country, where its popularity has dropped in recent years.
Appointed by FIMA – part of Unilever in Portugal – the London design consultancy focused on the margarine’s healthy lifestyle aspects in targeting 20- to 40-year-old consumers and making them aware of Flora’s status as “the ultimate contemporary spread brand” within the market.
Pearlfisher creative partner Jonathan Ford says the group adopted a different approach to those chosen by other competitive margarine brands. “Most marketing communications in this area traditionally only promote the health message or specific ingredients such as extra calcium,” he explains.
“For the first time ever in this sector, the brand design solution for Flora packaging focuses purely on capturing the emotion behind having a relaxed and healthy attitude to life.
“With evocative duotone photography, we wanted to express the desirability of ‘the Flora attitude to life’,” adds Ford.