Background: Since 2010 the brand name Grisbì has belonged to Vicenzi SpA, a leading company in the Italian confectionery industry. Grisbì is also a brand leader in the filled biscuit sector and one of the most iconic in its category. This project is a perfect example of bringing about a change before decline can begin in the product life cycle. The marketing was led by Cristian Modolo who was perfectly in tune with the brand and the market and understood the need to revolutionise both the brand and its packaging identity. And the figures are clear proof that he was right.
Strategy: The project’s particular strategic requirements led us to come up with a whole series of alternative and evolutionary solutions. These ranged from those with a close continuity, to others involving an exploration of more distant worlds and visions. All the solutions were, however, impeccably consistent with the brand positioning. Very often, in fact, “looking elsewhere” is a very useful way of gaining an understanding of the right position, in the same way as trying on an over-flamboyant dress can help us understand whether or not it is our style, and vice versa. In fact, most of the time the work carried out by NEOM is relevant to companies precisely because it allows them to understand the position that is right for them.
The project: The Grisbì restyling project was highly successful, identifying and perfecting the product’s most important and interesting benefits for the target market: simplicity, passion, taste and distinctiveness, all of which are unified by a style that is both simple and luxurious, but never distant. Specifically, the project aimed to perfect three functional demands: firstly, to make the brand communication and language more iconic, distinctive and polished by eliminating all superfluous elements: secondly, to create a harmony in the vertical and horizontal layout, in order to best capitalize on the demands of the distribution channels; and last, but by no means least, to clearly differentiate between the various flavours, since some of them, such as Coffee, Chocolate, and Hazelnut, by their very nature tend to be similar. The results achieved went above and beyond expectations, with a double-digit sales growth, and they continue to deliver great satisfaction.