an opportunity to add value to the sunflower oil category, which is currently dominated by private label and B brands. Following years of growth in olive oil, consumers are starting to turn their attention to other natural seed oils, one clear trend being the trading up to sunflower oil in place of traditional frying fat.“Reddy has been around for many years but we hadn’t supported it recently. Although it had limited distribution and awareness, people who knew it do associate Reddy with sunflower oil. We therefore felt it was the perfect brand to bring new value to the category. Armed with a strong new brand story, we wanted to develop breakthrough packaging to shake up the commodity language of sunflower oils,” explains Annemieke Boering, Marketing Manager.
David Pike, Creative Director at Osborne Pike comments: “From the outset we felt that such a naturally appetising product deserved a beautiful bottle. This might have been a challenge for such a large volume pack, but working with our 3D partners Studio Davis the design team created a truly iconic droplet shape for the pack.
Will Davis of Studio Davis adds: "One of the outstanding features of this 2 litre PET bottle is that it doesn’t use support ribs, creating a pure form that maximises the natural appeal of the product. The wide opening was created to address a clear consumer insight, allowing for easy pour-back of the product when recycling. Subliminally it also speaks of generosity and supports the high quality aesthetic of the pack form.
Pike continues: "From a branding perspective we evolved the quirky typography that gives Reddy instant credibility, and created a more interesting leaf holding shape. With variant coding provided by the cap and the descriptor typography, an abstract background evokes the radiant translucence of the sun shining through petals. This is a direct reference to the brand story that will be told through advertising: Reddy holds within it the power of the sun.
This is the first time that the Dutch consumer has been able to buy a premium sunflower oil in a 2 Litre format, so the pack is very striking on the shelf."
Launched in November 2013 in three variants (Excellence, Low Odour and Omega 3) early trade and consumer reactions have been very positive. Vandemoortele has high expectations for the establishment of a new brand authority in Sunflower oils, and for growth through future extensions.
