DJPA lightens up Ovaltine

DJPA has updated Wander Foods’ low-fat chocolate malt drink Instant Ovaltine Light to give it a “pick-me-up feel”, says group creative director Rob Hudson.

The consultancy was briefed to improve the product’s shelf image, communicate the brand’s association of sustenance, and highlight the characteristics of the product to consumers.

“The existing pack did not have strong Ovaltine cues,” Hudson says, adding “we tried to re-establish Ovaltine brand equities in the design”.

The orange and blue of the original packaging were maintained as research showed them to be “pivotal to consumer recognition”, says a DJPA spokesman.

However, where the older pack was more staid and static, the consultancy has tried to create a more dynamic design with a contemporary illustration of a steaming cup, says Hudson.

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