To help turn around declining sales, we were asked by Sanitarium to modernise the Weet-Bix pack and make it more relevant to consumers. With a really broad audience ranging from 5 to 85 years, we needed to ensure that the new design felt accessible to a wide audience.
We also saw this as an opportunity to remind Kiwis that Weet-Bix is New Zealand’s most popular breakfast cereal, and to dial up the key health messages.
This initiative was developed by Sanitarium to help empower kids and give them a sense of achievement. It’s strong link back to living an active and healthy lifestyle makes it a perfect fit for the brand, and it is now an event that thousands of kids line up to do every year.
To help drive awareness and entry of the TRY, we were asked to re-design the Weet-Bix pack and develop the supporting campaign.
Following the huge success and popularity of this event, we saw the opportunity to use kids that had previously done the TRY as a way to recruit new kids to enter. We ran a Facebook campaign seeking out previous participants that wanted to feature on the box of New Zealand’s number 1 cereal, in which over a hundred kids entered.
We narrowed down the entrants to a select few and shot them in their TRY gear, looking proud and heroic. The shield device was introduced to reinforce the competitive nature of the event, with the bowl of Weet-Bix representing the fuel to help get kids through it.
With more people seeking to address nutritional deficiencies through functional food, rather than taking dietary supplements, the Sanitarium team developed a new Weet-Bix product that lowers cholesterol – the first in the cereal category.
We carried out significant research in the health, wellbeing and functional food market which helped inform the direction for the design. It needed to be seen as natural, not superficial, and make people feel good about their decision to lower their cholesterol through good food choices.
We achieved this through bold, functional messaging and the use of colour, with green representing the natural benefit of plant sterols, the key active ingredient.