Universal Robina Corporation (URC) which is the leading branded convenience food and beverage company in Philippines, and one of the biggest food and beverage manufacturers in Asia, committed to bring world class taste and culture worldwide. URC brands are widely available and popular in most trade channels (Supermarkets, convenience stores, etc.. ) in Thailand, Malaysia, Singapore, Indonesia, Vietnam, China and Hong Kong.
Being the hero snack food brand of URC, Jack’n Jill is consistently developing new sub-brands and products surfing on market trends and anticipating consumers’ needs. To meet with consumer’s taste and distinguish itself from the competitive market, Jack’n Jill is launching a new biscuit, the Dewberry Coconut Tart.
The first of our 3 key challenges was to value up Jack’n Jill new proposal given that in Asia coconut flavor is considered as targeting at low tiers products.
The second was to create a look & feel targeting at all-year consumption (versus seasonal / winter (Snow tarts product name)
Last but not least, create a sub-brand endorsed by iconic Jack'n Jill able to welcome range extensions.
Creating a very gormandizing, appetite-appealing packaging toning down the “coconut” dimension and focusing on the texture (crunchy coconut flakes, creamy texture, freshness) and the sensorial experience targeting at all consumers’ segment.
The packaging system (colour, product banner, etc) is enabling the sub-brand to welcome multiple extensions.