Marketing Excellence Awards 2012

Excellence in Packaging Design (Bronze)

The Challenge

Tai Sun Nuts is a trusted product but the brand lacked the appeal and dynamism to become the first choice of the trade and consumers. It was also struggling to grow sales in an increasingly competitive category against well established traditional and international rivals.

The Insight

Research revealed that while consumers enjoyed snacking on nuts, they found them expensive and out of reach for frequent consumption.

Bridging the gap through a ‘mass appeal’ proposition aligns with Tai Sun’s belief that good living should not be the privilege of only a select few. Supported by Tai Sun’s trusted family heritage, DIA helped distill the corporate brand essence to “Goodness in Everything”, delivered through the brand tagline “Life’s a treat”, communicating nuts as the healthy snack choice.

The Tai Sun range packaging has been refreshed to exude warmth and friendliness, reflecting its earnest belief in making snacks with care and quality. Product photography has been enhanced to improve appetite appeal and the design has created a powerful brand presence on shelf.

The Impact

The consumer and trade responded very positively to the revitalised Tai Sun branding and the product was swiftly moved from bottom shelves to more premium shelf space in-store resulting in increased visibility and sales.