Sugar is one of the ultimate commodities. Supermarkets tended to stock their own line, and then either Tate & Lyle or Silver Spoon – whichever gave the best deal. For shoppers however, sugar was sugar – nothing to engage with emotionally.
Make Silver Spoon stand for something, so that it becomes a brand rather than a commodity – something which is actively chosen.
Re-designed packs gave retail buyers an extra level of confidence in the brand resulting in an increased
The success of the re-design is best illustrated in the growth of Silver Spoon Half Spoon, a brand that had seen static sales in the years preceding the re-design. Sales are up 18.6% with no other marketing activity.