Magazine article Marketing

Green & Black's Targets Mainstream Sales Boost

Magazine article Marketing

Green & Black's Targets Mainstream Sales Boost

Article excerpt

Green & Black's has overhauled its packaging for the first time in nine years.

The revamp, which will be rolled out from June, is the latest step in the premium chocolate brand's efforts to revive flat sales by positioning itself as more mainstream.

The refreshed design, by Pearlfisher, moves the packaging from predominantly dark brown to colours reflecting the flavour of each variant. It will be supported by an ad campaign planned for the latter half of the year.

The change has been driven by Green & Black's research, which showed that 20% of consumers in the UK believed that its range comprised solely dark chocolate; in fact nearly half of its variants are milk chocolate.

'At the moment, you could look at the packaging and think it's a dark chocolate range,' said Kellie Fernandes, the brand's global head of marketing.

She described the current packaging as 'recessive', and added that the bolder pack design was intended to provide greater standout on shelf.

At the end of February, the confectioner introduced a Creamy Milk variant as part of its attempts to attract new consumers. …

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