Elmwood repackages Anchor Squirty Cream

Anchor is relaunching its Squirty Cream brand, with new packaging designed by Elmwood.

The consultancy won a three-way pitch to win the brief to ‘put fun and pleasure back into the brand’, according to Elmwood brand consultant Simon Preece.

The new designs have been rolled out across the Anchor Squirty Cream Standard, Lighter and Extra Thick variants.

The new packaging features ‘cheeky’ faces in an attempt to put more personality into the brand.

‘Our redesign gives people permission to have fun with food,’ says Preece. ‘It’s an antidote to the diet controls we have today.’

The new packaging will start appearing on shelf this week.

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  • Drew Hughes November 30, -0001 at 12:00 am

    The ‘Extra Thick’ variant effectively animates the term ‘polishing a turd’ – though the idea of squirting cream on one is quite innovative.
    . . . or is it a chocolate chip cookie??
    A truly hideous design and a very ill conceived brand extension.

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