Challenge
Having successfully redesigned the packaging for the Deadfast core pest categories, we were asked to design packs for the new wasp, ant and fly packaging too. Our main objective was to create a cohesive range that had standout on shelf (these products are often merchandised at the back of the store with poor lighting) and was easy for consumers to navigate and shop. In addition, as these products tend to be distress purchases, pack communication needed to be concise and effective to ensure consumers shop for the right product with high levels of confidence.
Solution
Over the last couple of years, we’ve been helping the team at Westland relaunch and expand their Deadfast range. Our new packaging for the core ranges was very successful in driving sales and increased distribution. This gave opportunities for new product development across other ‘household pest’ categories. So, using strong colour coding and the distinctive Deadfast assets we initially created, we’ve developed a cohesive range of packaging across the fly, wasp and moth products. These packs have strong impact both in-store and online and effectively segment the product ranges for easy shopper navigation.
Result
“The Pest Control category is notoriously fragmented and confusing for consumers to shop. DGI worked with us to create a comprehensive, visually consistent range of products that’s impactful on shelf and most importantly, easy to shop. The clear messaging and visual cues help consumers choose the right product with confidence in a distress purchase category.”
Head of Communications & Insight – Westland Horticulture Ltd.
