The consultancy has worked with Crusha for about three years, having created the original Errol the cat device, and began work on the redesign in summer 2010.
It redesigned the packaging across the entire Crusha range of nine flavours, including a Vanilla Ice Cream limited edition.
Springetts managing director Andy Black says, ‘We created the cat icon to provide an emotional centrepiece for the brand, rooted in its partnership with milk.’
Black adds, ‘We were briefed to create more empathy and emotion – Crusha’s packaging has to work very hard to create an affinity. The increased importance of Errol is to create more of an emotional pull.’
Part of the project involved developing a new strategic positioning for the brand, aimed at seven- to 11-year-olds, a slightly older age group than previously.
The project also involved changing the packaging from paper labels to a larger sleeve around the bottle, enabling more surface area to be used to ‘maximise brand exposure’ on shelves.
The redesigned packaging is rolling out this week.