Date:
February 2018
Client:
VCU Brandcenter
Category:
Campaigns / Brand Positioning / Package Redesign / Experimentation
Skills:
Concepting / Product Design / Prototyping
Kavli wants to be the next Swiffer for the US market. However, it's not as easy as just doing awareness advertising in key markets - there are some aspects of the brand that don't translate as easily in US culture as in Swedish culture. The thought of cheese in a tube to Americans at first grosses people out, but it presents a unique marketing opportunity to flip that perception. It's our objective to make sure the transition to the US market is seamless and to have Americans say to themselves, "Why wasn't this here sooner?!"
When we were testing out people's initial reactions to Kavli, it was pretty mixed. Some saw the cheese and bacon combo and went for it, directly squeezing it into their mouths. Others got grossed out by the current packaging and didn't want to try it. The reaction gave us some valuable insight - the people who were game to try it just went for it. No hesitation. The concept of cheese in a tube wasn't too far out for them to try it, so we knew that once we could change the packaging to encourage straight up squeezing into the mouths, the better reception it would have for consumers.
While Kavli in the Swedish market isn't necessarily seen as fun, Cheese Wiz has impressed on US consumers that anything squeezable is silly by definition. We decided to embrace that with the packaging design and an AR filter to get people accustomed to and embrace the Kavli experience.
When Whitney Downing and I sat down to come up with the packaging design, we both knew that keeping the playfulness was crucial in the redesign. While Whitney focused on the visual design, I designed the new packaging form and created the 3D models for presentation. We wanted to offer various sizes for various levels of commitment: 32oz, 24oz, 12oz, and 8oz (for those wanting their Kavli fix on-the-go). We also created various flavor options, including Brie, Cheese and Bacon, Cheese and Chorizo, Cheese and Chili Pepper, and Mild Cheese to appeal to the US flavor palette.
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Following through on our earlier insight, we wanted to inform and encourage those hesitant about Kavli to see the "right" way to use our product. To demonstrate this, I created a Facebook AR filter using Facebook's Spark AR. When someone activates the filter and open their mouth, Kavli cheese will rain down from the heavens to feed them our delicious cheese in a tube. Based on personal experience, the filter's pretty addicting to interact with because of its shear silliness, so use responsibly.
The rain of Kavli cheese was created as a gif in Photoshop, then transferred over to Spark AR to react when it detected an open mouth. This AR filter serves three purposes: to inform, entertain, and to be sharable with friends on both Facebook and Instagram.
Raises awareness about a new CPG in a fun and entertaining way.
With the packaging being an enabler instead of a deterrent, it invites people to have fun and use Kavli in whichever way inspires them.
By leveraging the path cheese wiz has paved, we tweaked Kavli's untraditional packaging to offer an alternative to cheese wiz that's uniquely Swedish (and now American).
One of the biggest pain point for users was getting half-way through assembly and realizing they missed a crucial part and have to call customer service and stop their assembly groove. By having an onboarding process confirming everything before assembly starts, it helps address possible situations that might take the user out of the assembly process.
One of the biggest pain point for users was getting half-way through assembly and realizing they missed a crucial part and have to call customer service and stop their assembly groove. By having an onboarding process confirming everything before assembly starts, it helps address possible situations that might take the user out of the assembly process.
One of the biggest pain point for users was getting half-way through assembly and realizing they missed a crucial part and have to call customer service and stop their assembly groove. By having an onboarding process confirming everything before assembly starts, it helps address possible situations that might take the user out of the assembly process.
Product Design, 3D Modeling, Prototyping
Cinema 4D, Photoshop, Facebook AR Studio
