Nestle's iconic After Eight brand has been revamped by secondary packaging expert SAICA Creative as part of a national update of its on-shelf packaging.
After Eight is recognised as the leading after dinner mint brand in the UK. SAICA was tasked with creating a retail ready pack that would stand out on the shelf and maximise brand recognition. The existing secondary pack provided no brand promotion, meaning the product disappeared into the box when cartons were running low.
SAICA developed a pack that preserves the traditional After Eight 'clock', combining it with sweeping curved edges to frame the luxury confectionery. The branding now appears on all sides of the pack and is repeatable for multiple facings.
The final product is stronger and larger than the existing pack yet uses less cartonboard. It is made from 100% recyclable material which SAICA takes from retailers and converts back into recycled paper at its paper mills, offering a truly closed loop approach.
A spokesperson for Nestlé says: "The improvement in brand standout is huge! The new pack makes it easier for customers to find our product and we are thrilled with the results."
The new After Eight pack is in stores nationwide ready for the Christmas period.
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