BelVita: BELVITA

Credits & Description:

Category: ii. Core FMCG
Advertiser: KRAFT FOODS
Product/Service: BELVITA BISCUIT RANGE
Agency: TEAM CRÉATIF DESIGN
Date of First Appearance: Sep 1 2010
Entrant Company: TEAM CRÉATIF DESIGN, Sao Paulo, BRAZIL
Planning Director: Fernando Sommer (TEAM CREATIF)
Account Executive: Aline Schaeffer (TEAM CREATIF)
Creative Director: Claude de Pena (TEAM CREATIF)
Art Director: Marcelo Pappalardo (TEAM CREATIF)
Designer: Marcio Aoki (TEAM CREATIF)
Designer: Pedro Rocha (TEAM CREATIF)
Account Director: Mathieu Reverte (TEAM CREATIF)
Media placement: 2 Flavours Biscuits Packaging - South Region Of Brazil - 01 Sep 2010 On
Describe the brief from the client
To create the brand identity and graphic image for the launch of a brand new sweet cereal biscuit targeting Brazilian life shapers – a population between 25-35 years to which life is getting into a new stage of maturity and responsibilities: having their first kid, leaving daddy's home, starting a professional career, getting married...
The product is positioned as a fuelling energy morning snack to help you go through the morning plenty of energy and disposition in a balanced way.
Describe the challenges and key objectives
The big challenge was to change two deeply rooted cultural habits:
- biscuit or sweet flavour are not associated with morning breakfast, moment where people prefer to take salty snacks with strong coffee.
- biscuit is always associated with kids and does not carry a lot of nutritional values.
Hence the key objective was to build Belvita on an emotional foundation (source of disposition to help them shape their life) rather than a more rational “Biscuit to be consumed in the morning".
Describe how you arrived at the final design
Belvita is about embracing what life throws at us with optimism!
To materialize this idea we created an unconventional Mandala of Cereal as Brand icon, standing for Holistic well being, functionally, Emotionally and Spiritually connected.
The vibrant orange radiates warmth and energy, stimulates appetite and encourage socialization.
The Triangle composition communicates balanced and healthy, wholesome good ingredients and the Unique Biscuit Shape – irregular and unprocessed.
Different variants are recognized by strong colour codes and outstanding quality ingredient visuals.
Give some indication of how successful the outcome was in the market
Belvita reached 5% SOM in just 6 months. The brand is bigger than direct competitors Nestlé and Quaker.
Numeric Distribution: 11% vs 6% target.
Penetration: 11% within core target (vs. 7% plan).
High visibility (79%) and conversion (29%).