The milk fridge at your local grocer has probably looked the same for eons. America's milk supply is seeing rapid consolidation, driving down prices. Industry leaders have increasingly turned to the development of consumer brands as a way to increase both sales and margins. The resulting proliferation of brands has placed pressure on smaller, regional dairies to differentiate their offerings in the marketplace. Schroeder recognized this and knew it was time to do something drastic.
Our opportunity was the design of a unique, visually interesting design reflecting the progressive and visual leadership position that Schroeder Milk sought. Also, we needed to use their package to catapult a reinvigorated marketing effort centered around the unheard of goal of building consumer loyalty for milk, ideally Schroeder milk.
Next to water, can you name a better example of a commodity product? Most retailers use milk as a loss leader and therefore margins are razor thin for those who process and package liquid dairy products. We found this to be an ideal situation for our firm’s never-ending desire to bring value to things that others see as commodities.
“One of the most appropriate, clear and beautiful packages in this part of the supermarket. Congratulations Capsule!” — Louis Nelson, IDSA, President
The design solution communicated on three levels. The first level is a clean, white opaque package that communicated a European sophistication. The next level is the use of the words One, Two, Whole and Skim — each scaled to reflect the fat level of the milk. The last level is the use of rotating, esoteric phrases that spoke to consumers in an “anti-marketing” language. Phrases like “for dreamers and optimists” and “for those who fall somewhere in between.”
Schroeder saw a sustained 15% increase in distribution due to their new packaging and 22% increase in sales of milk during a recessionary economy.