Project white paper.
CLIENT: Friggs
BRAND/PROJECT: Premium Eco Teas
YEAR: 2009
“The successful introduction of Friggs Eco Tea
has been extremely important for the growth
of the company and its success, and has also
delivered a face-lift for Friggs.”
Catharina Setterwall, Marketing Director, Friggs
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EXECUTIVE SUMMARY
Friggs
CLIENT
Premium Eco Teas
PROJECT TITLE
Innovation Support
SERVICE
Food & Beverage
CATEGORY
Friggs turned to NINE for support during the development of a new organic
tea series, launched in Swedish stores. The project started with a Business Case,
showing the potential for increased margins and for a new price level, significantly higher than for conventional organic product launches in the large supermarket chains. The Business Case included price- and cost analysis, consumer
trials and estimation of market potential, and defined pre-requisites for successful implementation and launch.
Friggs’ objective was to match or exceed the growth of the green, red and
herbal tea segment; driving the development of the segment.
Results from focus groups during the insight phase showed that the consumers
wanted:
•
•
•
•
A modernized Friggs brand
Tea packaging with news value
Environmentally friendly packaging
Gift-like packaging that is nice to display at home
Based on the Business Case and consumer preferences, NINE developed a
new packaging concept for Friggs’ new premium teas. The packaging is 100%
compostable, with tea bags in aroma proof cellophane envelopes. With its clean
design and matte carton finish without outer plastic film, the packaging stands
out in the shelf and clearly communicates the good and natural contents, all
achieved with limited production- & packaging equipment adjustments.
Project Facts
----------------------------------------------------------------------------------– RETURN ON INVESTMENT WITHIN FIRST YEAR
– NEW PRICE POINT: UP WITH >200%
– BETTER COST STRUCTURE WITH NEW CO-PACKAGER
– INNOVATIVE MATERIAL CHOICE – COMPOSTABLE BAG ENVELOPES
– HIGH HIT-RATE IN RETAIL; ENTIRE YEAR VOLUME ORDERED DURING FIRST QUARTER
– PROJECT WAS FINANCED BY RE-ALLOCATION FROM MEDIA BUDGET (CTP*)
100% Compostable
THE FIRST PACKAGING
IN ITS CATEGORY TO
BE ABLE TO MAKE THIS
CLAIM. THE BAGS ARE
WRAPPED IN A BRAND
NEW ORGANIC
CELLOPHANE.
*CTP = Communication Through Product
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PROJECT OVERVIEW
Friggs
CLIENT
Premium Eco Teas
THE BRIEF
----------------------------------------------------------------------------------•
Create a concept that takes Friggs from old-fashioned organic, benchmark
target for private brands, to modern ecologic products that the consumer
believe in and is willing to pay a premium for.
•
Make Friggs Eco Teas as environmentally friendly as possible.
•
Achieve high word-of-mouth value and become a product that is proudly
displayed on the table, subsequently becoming a bloggers and magazine
favourite. We call it CTP - Communication Through Packaging.
PROJECT TITLE
Innovation Support
SERVICE
Food & Beverage
CATEGORY
THE OBJECTIVE
----------------------------------------------------------------------------------•
To match or exceed the growth of the green, red and herbal tea segment;
driving the development of the segment.
•
Increasing the overall margin on Friggs products by introducing a benchmarking product that sets the bar for future NPD.
•
Increasing the number of articles in the shelf, improved shelf-space and
position, without jeopardising the space of the existing articles.
•
Appeal to a new healthy and green generation. Revitalise the brand.
OUR KEY ISSUES
----------------------------------------------------------------------------------•
How do we handle the Friggs logo and brand that is such a Swedish Classic
but low on credibility today?
•
How do we long-term manage the Friggs range of products and categories
to build a strong product portfolio? Master brand vs. category brand strategy?
•
To find producers and packers that are willing to adapt to Friggs increase in
demand for unique products and packaging solutions.
Friggs Heritage
DURING THE LATE 60’S
AND 70’S FRIGGS WAS
THE LEADING BRAND
IN THE HEALTH FOOD
CATEGORY, LONG
BEFORE HEALTHCARE
FOUND ITS WAY INTO
THE SUPERMARKETS
Portfolio Strategy
PRODUCT CATEGORIES
HAS BEEN ADDED OVER
THE YEARS, WITH THE
ONLY CONSISTENT
BRANDING ELEMENT
BEING THE LOGO. THE
COST FOR A SMALL
COMPANY OF KEEPING
A PRODUCT PER PRODUCT PORTFOLIO WAS
QUESTIONABLE.
Vitamins
Powerbars
Ricecakes
Juices
Seeds
Herbal Teas
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PROJECT PROCESS
Friggs
CLIENT
Premium Eco Teas
PROJECT TITLE
Innovation Support
SERVICE
Food & Beverage
CATEGORY
PHASE 1 – INSIGHT
----------------------------------------------------------------------------------Business Case: Category research and analysis, brand history and benchmarking.
Friggs core consumers are open for more than incremental change, they are
loyal but frustrated with the current stagnation.
PHASE 2 – CONCEPT DEVELOPMENT
----------------------------------------------------------------------------------Exploring different sustainable “ownable” concepts to differentiate Friggs from
multi-national competitors in supermarkets. Graphic and structural design
concepts. Ideas in structure and material checked against production feasability.
Research brief and analysis for focus group testing of concepts.
PHASE 3 – DESIGN DEVELOPMENT
----------------------------------------------------------------------------------Refinement of the chosen concept. Development of design platform. Prototype
production and business support to Friggs purchasing department, on-site production support. Final material, structural and graphic design approved.
PHASE 4 – DESIGN IMPLEMENTATION
----------------------------------------------------------------------------------Application of final design on whole range of articles. Design platform and
guidelines. Strategic support to Friggs sales team.
PHASE 5 – ARTWORK & PRODUCTION
----------------------------------------------------------------------------------Artwork to production and quality control on print-run and conversion.
PR pictures for distribution to key opinion makers and bloggers.
Phase 1: Business Case
Phase 2: One of 3 alternative concepts
Contact
For a personal more detailed presentation of NINE
services & cases contact:
HENRIK ÖSTLING
Business Development Mgr
+46 (0) 709 920 554
henrik.ostling@nine.se
Phase 3: 3-D Visualisation
Phase 4: Application of graphic design on all articles
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SUMMARY
Friggs
CLIENT
Premium Eco Teas
PROJECT TITLE
Innovation Support
SERVICE
Food & Beverage
CATEGORY
CREATIVE DIRECTOR SUMMARY
----------------------------------------------------------------------------------Looking back at the history of Friggs, there was a period in the late 60’s and
70’s when Friggs was a very well designed and category-leading brand. We
had access to some really inspiring images of the healthfood shelf. We saw an
opportunity in this project to set the tone for a revitalisation of the brand. We
are proud of our client team, that they dared to chose the most differentiating
design concept out of the four we tested.
CLIENT DIRECTORS SUMMARY
----------------------------------------------------------------------------------The Friggs project is an interesting example of what can be achieved by spending the money on design first, to create a pull-effect through social media. If
you are a small company with a well known brand, you don’t have a chance
to make an impact through media spending. Using new product development,
design and PR as a holy trinity can be viewed as a democratization of marketing, customer generated marketing, also called word-of-mouth, but in the social
media age.
EKOLOGISKT ÖRTTE MED
HIBISKUS, NYPON & BÄR
GILL SANS LIGHT
En ljuvlig blandning med doft av
rosa blommor, blåbär & svarta vinbär
BEURRE REGULAR
SMAKRIK TYPOGRAFI
FRIGGS
FRIGGS
FRIGGS
TE MED ENDAST NATURLIGA RÅVAROR
GILL SANS BOLD
EKOLOGISKT GRÖNT TE MED
FLÄDER, ÄPPLE & CITRUS
En blommig och elegant sommardröm
med inslag av friska citrustoner
EKOLOGISKT GRÖNT TE MED
PEPPARMYNTA & CITRON
En livlig blandning med uppfriskande
citrongräs & svalkande pepparmynta
EKOLOGISKT GRÖNT TE MED
KANEL, NEJLIKA & KARDEMUMMA
Ett kryddigt värmande te med kanel,
söt apelsin och en doft av Orienten
TE MED ENDAST NATURLIGA RÅVAROR
TE MED ENDAST NATURLIGA RÅVAROR
TE MED ENDAST NATURLIGA RÅVAROR
EKOLOGISKT GRÖNT TE MED
KANEL, NEJLIKA & KARDEMUMMA
Ett kryddigt värmande te med kanel,
söt apelsin och en doft av Orienten
TE MED ENDAST NATURLIGA RÅVAROR
FRIGGS
FRIGGS
FRIGGS
EKOLOGISKT ÖRTTE MED
HIBISKUS, NYPON & BÄR
En ljuvlig blandning med doft av
rosa blommor, blåbär & svarta vinbär
EKOLOGISKT ÖRTTE MED
PEPPARMYNTA & LAKRITSROT
En förförisk blandning med söt lakrits,
lindblommor & frisk eukalyptus
EKOLOGISKT ROOIBOSTE
MED RABARBER & VANILJ
En charmigt fruktig blandning med
söta jordgubbar & somrig rabarber
TE MED ENDAST NATURLIGA RÅVAROR
TE MED ENDAST NATURLIGA RÅVAROR
TE MED ENDAST NATURLIGA RÅVAROR
TYDLIGA FÖRPACKNINGAR
KONTRASTERANDE TYPSNITT
RENT FOTOMANÉR
MODERNISERAD LOGOTYP
ECO MÖNSTER & IKON
BRED FÄRGPALETT
STRATEGY
1. Introduce Benchmark Product
Keep existing core volume articles while introducing
new premium product range targeted at new users
1.
NEW POSITION
NEW TARGET
+205% PRICE PER
TEA BAG
2. Re-design core articles
Modernize but secure recognition, while increasing
similarity to new premium range
12 TEA BAGS 24:90 SEK
Project Overview
COMPRESSED SUMMARY
OF IDENTITY, BUSINESS
CASE AND DESIGN
STRATEGY.
2.
+17% VOLUME
+20% MARGIN
20 TEA BAGS 15:90 SEK
20 TEA BAGS 17:90 SEK
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CLIENT HISTORY
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