Mevgal Harmony Yogurt
Mevgal, a prestigious and well-known Greek dairy brand, selected New Communication to redesign and revitalize the packaging for their fruit yogurt range.
The problem was losing consumer trust and preference as its existing packaging failed to connect with the target audience. The goal was to reclaim market leadership by repositioning the fruit yogurts as the top choice for a healthy, yet indulgent, snack.
Mevgal, one of Greece’s most prestigious dairy brands, tasked us with redesigning the packaging for its fruit yogurt range.
The goal was to regain consumer trust and reposition Harmony yogurts as the top choice for women looking for a healthy yet indulgent snack.
The previous packaging heavily emphasized low-fat and calorie content, but it failed to highlight the enjoyment, rich flavor, and delicious fruits that the product offered. As a result, the brand was losing ground, and consumer preference for Harmony yogurts was declining.
The challenge was to create a packaging range that would balance health-conscious messaging with indulgence and flavor appeal, while standing out on crowded supermarket shelves.
The Target Audience: The main audience was women looking for a healthy snack yogurt option without many calories. They wanted both health and satisfaction.
The Shelf Problem: The packaging needed to stand out on the shelves and clearly communicate the deliciousness that comes with the health benefits.
New Communication implemented a strategy focused entirely on appetite appeal and flavour differentiation, resulting in immediate commercial success:
The Delight Strategy: We shifted the visual communication to showcase the delicious fruits that come with the yogurt. The new design used appetizing photography and color palettes tailored to each of the nine different flavors, making the product look enticing and indulgent.
Shelf Dominance: The improved packaging achieved the goal of standing out in the shelves by using a modern, clean, and highly appetizing aesthetic that appealed directly to consumers seeking a joyful, healthy snack.
Commercial Success: The redesign successfully made Mevgal a top choice for fruit and flavoured yogurts and directly led to a boosted sales within the first 6 months, proving that a strategic shift in brand narrative can translate directly into commercial growth.
