Anthem repackages Nestlé’s ice cream in Canada

Anthem Worldwide has redesigned the packaging for Nestlé’s Real Dairy Natural ice cream range for its relaunch in the Canadian market.

Nestlé briefed Anthem to differentiate the brand, which includes ice cream and frozen yoghurt, as a nutritious option.

‘The relaunch of Real Dairy Natural was centred around less processed products made with “real” ingredients,’ says Nestlé Canada marketing manager packaged ice cream Erin Lazer.

Anthem explored several approaches based around the concepts of wholesomeness, real ingredients, rich and creamy, and pure and simple flavours, before settling on real ingredients as its key approach.

The consultancy then chose to express this concept literally, using photographic images of a cream pitcher, milk jug, and sugar and eggs.

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