When Müller came to us in 2012, over 1 million people had lost their desire for a delicious, yummy Müller Corner. As well as increasing pressure from the competition, their packaging design was turning consumers off. They were starting to stray to other brands…
Our brief was to redesign the complete Müller range, to be an ‘invitation’, rather than a signpost. Moreover, consumers’ perceptions of what delicious food looks like having moved on with the advent of celebrity chefs and programmes such as The Great British Bake Off.
We needed to create desire and define individual propositions and personalities for each of the sub brans to aid consumer navigation and get consumers to fall back in love with the brand.
Visual Planning helped us define individual propositions, with the iconic Corners being ‘beautifully delicious and enticing’. At only 99 calories, Light taps into the target mindset of being fun and fashionable and having it all ‘Sassy lusciousness – yogurt in kitten heels’ whilst Rice is a delicious, healthier snack ‘brimming with gorgeous tasty goodness’.
The iconic Corners brand is now beautifully enticing with the corner peel back acting as a tempting invitation into a moment of pleasure. Müller Light has been given a sassy, stylish and lighthearted personality and Rice is bright, optimistic and healthful with the introduction of more natural cues.
We have continued to work closely with Müller designing the packaging and developing names for award winning NPD whipped Greek Style ‘Bliss’ and Müller Light ‘Fruitopolis’. The Müller Light portfolio has been further differentiated with Greek Style products, bringing to life the picture postcard escapism whilst sub brand ‘Goodies’ takes you to a delicious patisserie moment.
With the launch of Müller Rice 5 Grains, we have created a sub brand that leverages the visual language of wholegrain and breakfast to appeal to consumers desire for more healthy breakfast options.
The relaunch in December 2012 returned Müller to the number 1 position in the chilled yogurts category with a 10.3% value share, and a £13 million year on year increase in sales, resulting in a prestigious GOLD DBA award for the Coley Porter Bell team.
Today, Müller Light and Müller Corner hold the number 1 and 2 positions in the chilled yogurts category respectively.
Michael Inpong, Global Chief Marketing Officer at Müller Group sums up:
"Coley Porter Bell continue to impress and inspire me. They create packaging design that really hits the spot – on brand, truly engaging and, most importantly, it works."
Michael Inpong, Global Chief Marketing Officer at Müller Group