Hot pockets5/18/2023 ![]() “There are a lot of recognizable assets on the table. “We truly believe that people don’t read they recognize,” said Fred. Plenty of moving parts had to appear in the packaging in some way-like the satiety of the snack along with its coolness and the appetite appeal along with its nutrition. They looked at the various touchpoints, examined the category as a whole, and considered what both the buyer and eater wanted. “But from a design and attitudinal perspective, it lacked confidence.”įor the new packaging, the Interact team-including Fred, Karoline Johnson, Sean Serafini, and Jorge Arteaga-did an analysis of the brand to understand every last centimeter of those crispy pockets. “We feel like America is on a first-name basis with Hot Pockets,” said Fred Hart, partner and creative director at Interact Brands. They wanted Hot Pockets to have a pop-cultural resonance that teenagers would love. Since there really isn’t anything quite like Hot Pockets in the freezer section, inspiration came from food and beverage brands like McDonald’s and Mountain Dew, as well as Supreme and Vans. Nestlé decided to bring in Interact Brands, an agency they’d worked with previously on Rallies, to bring a fresh perspective. Some initial internal workshops showed that the Nestle team wanted to push boundaries with the redesign. So aside from getting parent approval and purchasing power, the refresh also needed to get the ideal eater-13 to 17-year-old males-excited about Hot Pockets. There has been a push internally to switch that, so we focused on both the eater and the buyer.” Historically, we had always leaned into the buyer. In this case, there was a major pivot in the brand positioning. “There is sort of an evaluation of where the brand stands. He worked closely alongside Joey Mann and Neil Sadler to give Hot Pockets a revamped look. “Every couple of years, we do a brand essence refresh, if you will,” said Tom Davie, strategic design manager at Design Center of Excellence, Nestlé USA. ![]() Nestlé, who owns the brand, decided it was time to switch things up. ![]() But while they’d been a staple of the frozen food section for years, their packaging felt frozen in time. Hot Pockets have grown quite a lot from the days when that catchy jingle would play on the television. ![]()
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