A stalwart of the cereal category, Sanitarium’s status was beginning to be threatened, by a building trend and a certain apathy towards breakfast choices. On the one hand, dynamic new players were entering the market with strong ingredient, provenance and health stories. On the other, consumers were increasingly disengaged with breakfast as an occasion.
To counter these trends Sanitarium had launched a successful communications campaign. Our challenge was to refresh the packaging of their entire loose cereal line-up, presenting a fresh, attractive and inspiring presence on shelf.
This was also a classic baby/bathwater challenge that involved retaining sufficient cues from the individual cereal sub-brands with their loyal user bases.