“Please the shopper and the consumer”
Cheestrings are 100% natural cheese, each one containing a glass of milk. But the Mr Strings mascot was lairy and the overall pack impression was brash. This worked fine for playground kudos and generated plenty of pestering from the consumer (the kid) but alienated the shopper (mum) who didn’t trust the mascot, and therefore felt unsure of the product’s nutritional credentials.
Design a pack which appealed to both mother and child in equal measure, delivering a balance of goodness and fun which could engage, likewise, in equal measure.
Good food made fun
Mums actually like their kids to have a little bit of cheeky-ness – so long as it’s the right kind. We took the brand mascot, who was metaphorically talking over mum’s shoulder to the child, and re-imagined him as a more playful and benign character.
The styling made the personality more charming than aggressive and this in turn made the idea of an anthropomorphisised cheese string feel more natural. The pack colours, typography and claims were all toned down to create a softer and more natural, unprocessed impression.
Back of packs brought nutritional information to life in an engaging way, and we created 96 individual inners which offered up quirky facts in a Cheestrings tone of voice – we knew that a few seconds' entertainment in the unwrapping was much appreciated by the children.
“The design really nailed totality of the proposition.”
In research, the more natural impression given by the nutritional information, toned down character and less glossy substrate saw mums immediately playing back that this was a brand they could trust.
Meanwhile the individual inners became collected, hotly traded and swapped between kids out in the playground.