Page 42 - Cubo - Winning In Plant-Based

For example

With minimal marketing, The Kraken builds a
sense of heritage – dredged from the depths
of a sunken ship! It would have been easy
to save a bit of money and go for a more
standard bottle shape, or to play it safe and
Here are 3 brands that unlock lighten up the liquid to be more similar to
other rums – but each of these little details
contributes to creating a brand that is truly
sensory power extremely well coherent, different and confident
– something that stands out

(each one doing the little sensory
Listerine have always done brand consistency
things that make a big difference to very well. Beyond the obvious sensory cues
of the taste experience, the appearance
their product experience and brand promises impact, and the packaging delivers
on the strength and power message with it’s
angular dumbbell shape, broad shoulders
delivery) and wide spout. I’m tough and strong!

By creating a product that cracks when you
squeeze the tub, Unilever have cleverly taken
the very powerful sensory signature of a
Magnum bar and built that into a whole new
format

The action of breaking the chocolate shell
brings ceremony and anticipation to a fully
aligned indulgent sensory experience

If the power of sensory branding is applied in the plant-based

category it will help any new innovations to stand-out from
the crowd – to be more than ‘just plant-based’!

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