How we helped Müller turn the corner.
When Müller first came to us in 2012, they were losing customers. Research showed their packaging was turning people off.
Müller’s masterbrand approach had created a wall of blue at shelf that was acting as a signpost for the brand, but consumers couldn’t find their favourite products. Moreover, the design just hadn’t kept up with changing perceptions of appetite appeal. Our brief was to redesign the whole range and get consumers loving the brand again. Using Visual Planning™, we defined propositions and personalities for each of their brands. We have also created packaging and names for new award-winning Müller products like Greek Style Bliss and Light Fruitopolis, and developed their portfolio with sub-brands like Goodies and Rice 5 Grains.
Our involvement resulted in a Gold award at the DBA Design Effectiveness Awards.
In a single year, sales increased by £13 million and in 2014 it was voted Brand of the Year at the Grocer Gold Awards. They quickly returned to the top spot in the chilled yogurts category, where Müller Light and Müller Corner are now number one and two.
Insights and Analytics
Strategy and Positioning