New look for Finland’s Jacky brand
Orkla said it hoped to restore the brand’s appeal with younger children and parents, as well as attracting older children, for whom the existing packaging was ‘babyish.’
Global design agency Dragon Rouge worked with the Orkla team to explore ways to make pack graphics motivating and compelling, and achieve the right balance between audiences.
“We immersed ourselves in the world of cool kids’ language, taking inspiration from fashion, games and sports in order to ensure the design would be appealing and appropriate, not patronising,” Orkla said.
Production split between Finland and Sweden
The new design for the range features a new logo and Jacky cows adorned in trendy clothing and accessories.
An Orkla Foods representative told DairyReporter about the reasons for the rebranding.
“A supply chain decision was made to split and move the production of Jacky to two new plants; yogurts to Finland and puddings to Sweden,” the spokesperson said.
“At the same time, we had made extensive studies with consumers to identify opportunities to grow our dairy business. Through the findings and insights, we felt the brand needed a complete re-launch with new recipes, new visual identity (including new packaging and new design), and a new communications concept to support the launch of new Jacky.”
Targeting wider demographic
The new design reaches a wider target group, Orkla said.
“Previously, Jacky was more for primary school kids, whereas it now also appeals to tweens. However, as Jacky is a very well-known brand that has been on the Finnish market since the beginning of the 1970s; even adults are known to eat it because they ate it as children! Such postings can sometimes be found in social media.”
When asked if the product has changed as well as the packaging, the spokesperson agreed that it had.
“Yogurts are now produced from ‘free cow’s milk’ with Acidophilus and Bifidobacterium. “Free Cow’s milk” means milk from cows that have living conditions above the requirements of the authorities. They have more space, and can live “good cow-life.” We also launched new lactose-free yogurts and puddings to meet the needs of our consumers. Lactose intolerance is common in Finland,” the company told DR.
Positive reaction so far
The new range will be supported by TV, print and outdoor campaigns and will be on sale in most quality supermarkets, although Orkla told DR that it is already on the market with one grocery chain prior to the February 1 launch.
“The launch has not reached a wide audience yet, but early reaction from trade has been very positive.”
