Hershey’s partners with Wow Design for flavoured milkshake launch

Hershey’s recently launched a range of flavoured milkshakes, the packaging design for which was created by Mumbai-based design firm Wow Design.

31 Jan 2017 | By Rushikesh Aravkar

For this product launch, Wow Design evaluated both - the current brand drivers and the challenges in launching a product that would appeal to both the buyer (mothers) and the consumer (kids).

Deepti Kshirsagar, partner and executive director, Wow Design, said, “These drivers were - existing equity with the consumers in delivering rich experience on taste, flavor and mouth feel and an aspirational imagery attached to the brand. The challenge was to find a fine balance between delight for kids and healthy goodness for mothers in a pack of milkshake while exhibited on the same shelf as its Indian competitors.”

A decision was taken to leverage on the richness and consistency of the product to establish it as a milkshake versus the available flavored milk products. The designs stemmed from the core concept of it being the ultimate healthy milkshake that kids deserve.

The final result was clean, yet communicative range of packs that retained the global appeal of the brand Hershey’s and connected effectively with the health-conscious Indian consumers.