Despite the obvious versatility of mayonnaise, the category currently lacks excitement and Foodcorp realises there is an opportunity to awaken the consumer.
The latest Nola packaging, designed by Liquid Labs in Cape Town, is aimed at reinvigorating the brand and simplifying the purchase decision by highlighting the usage occasion, using vibrant and relevant application graphics.
Nola Original Mayonnaise, an everyday mayonnaise with a well-balanced recipe, enjoys over 50% of the brand’s total volume sales across the range. Distinctly different, yet in perfect synchronicity with Nola Original, are Nola Light Salad Dressing, Nola Classic Whip Sandwich Cream and Nola Traditional Gourmet Mayonnaise. From consumer research, Foodcorp identified South African mothers as primary household purchasers and therefore targeted the new Nola brand towards this category of consumer.
With this in mind, Foodcorp is strategically repositioning the Nola brand, starting with the launch of the new Nola logo. The shape of the logo is designed with the ‘mayonnaise dollop’ in mind, a strong reference to the product’s intrinsic properties. It communicates a modern image and the use of the red and white colours ensures a bold and impactful presence on the shelf. The new logo is featuring on all packaging in future, being clearly positioned on the shrinksleeve labels (printed by Tadbik Pack SA using a combination gravure/offset press), as well as being embossed on the new tamper-evident cap. The plastic wrap seal is now omitted. The 750g format bottle and cap are both produced by Mondipak Plastics, South Africa’s largest PET converter. The ‘dollop’ logo is also to be found on all other marketing touch points for the brand.
‘We are very proud to be part of the revamp of the Nola Mayonnaise designs,’ comments Tadbik Pack SA’s Sharin Sweet. ‘These beautiful designs were printed on our Goebel offset and gravure combination press. The huge advantage of printing on the combination press is that metallic colours and whites are printed using the gravure stations, and this can be seen in the brilliant gold band and the white background.’
Similar brand architecture for dips
The new Nola packaging upgrade is also being extended to the Nola range of dips. Here similar brand architecture is being followed in order to align with the master brand. Nampak Tubs & Tubes has changed the shape of the dip tub slightly, with the introduction of a foot. The packaging also uses appetising food graphics, printed directly on the tub using offset litho printing and on to the aluminium foil seal (supplied by Aluminium Foil Converters), depicting the flavour. The range consists of five flavours – Sour Cream & Chives, Smokey Cheese, Mexican Salsa, Honey & Mustard and Garlic & Herbs.
The decision to print directly on to the tubs, rather than continuing with the removable board sleeve, is creating a positive impact, explains senior brand manager, Alison Cameron. ‘Previously, once the printed sleeve was removed from the tub, we lost all branding on the product. Now it remains throughout the life of the dip’s use.’
The new packaging launch is being supported with a comprehensive and focused campaign from Foodcorp, and will roll out into stores during the summer months. The campaign includes a national in-store launch designed to interact with consumers, as well as various other mediums to connect with consumers in a meaningful way.
Foodcorp
T +27 011 5491085
Aluminium Foil Converters
T +27 033 3979758
Nampak Tubs & Tubes
T +27 011 3971712
Tadbik
T +27 011 8301437
