Danish confectionary company Cleotta have seen a 15 per cent sales increase after a rebranding by Agency Spring.
The design agency based in the UK, rebranded and redesigned the popular Danish confectionary product for the first time in over 30 years back in January.
The Nordic confectioner has since seen the sales increase on standard packs of Skipper’s Pipes liquorice pipes.
Having identified the product – which hadn’t been significantly changed in decades – as being in real need of a refresh, the Manchester-based branch of the Danish agency then developed a whole new brand identity for Skipper’s Pipes, which included packaging, tone of voice and other assets.
Agency Spring’s UK Managing Director Paul Iddon said: “The pipes were already more popular than ever in Denmark, making a rebrand potentially risky.
“However, Cloetta seemed to recognise that while respect for the existing brand was important, so too was revitalising a product which had been largely untouched since the early 1980s.”
Since the release of the new standard sharing packs, advent calendar and log book, Agency Spring has designed gift and single serving variants for Cloetta, with a brand new product, named ‘XL’, which is set for launch in September 2016.
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