Anchor is committed to ensuring New Zealand’s environment and communities will continue to prosper – offering consumers a guilt free purchase is the first step towards Anchor’s 2025 commitment to packaging that is recyclable, reusable or compostable. And they needed our help to launch this new bottle in the NZ market.
We needed to drive consumer trial of the new bottle via media publicity and endorsements from key opinion leaders. But before we could do any of this, it was important that we understood and considered a number of issues and factors that might impact sentiment.
Understanding that the milk inside the bottle was dairy milk and it was the packaging of the bottle that was now made from plants was one of the key considerations that needed to be overcome so we carefully developed key messaging and other materials that would help us launch this innovative product – and ensure there wasn’t any confusion among consumers.