Published in Brandweek
Design | April 2009
by Becky Ebenkamp, firstname.lastname@example.org
This brand of coffee creamer used to spill, sputter and drip. Now it simply sweetens.
The plan: WhiteWave hired Fairfield, Conn., agency Product Ventures to rethink its bottle design for an operation that was dubbed, “Fix it now!” Stylistically, the silhouette was given a more Euro-modern package design look to go with its name. But, fixing the functional flaws came first so that the brand could compete with Nestlé’s Coffee-mate in store fridges (and stay upright in domestic ones). The package also was designed to withstand the entirely unnecessary shake test. International Delight doesn’t need to be mixed, but people do it instinctively. So, a “safety” feature assuages fears of christening their kitchens with cream. “It makes an audible ‘snap’ when it shuts,” Product Ventures CEO Peter Clarke said of the psychologically soothing sound.