DANONE’S POPULAR CHIPSMORE BRAND REFRESHED

Danone Malaysia has revitalized its popular Chipsmore’s range, one of the best-selling brands of chocolate chip cookies in Southeast Asia since 1990.

(Hong Kong, April 2007)

The Chipsmore range of products has grown from original chocolate chip cookies, to now include variants such as hazelnuts, double choc, snow choc and butter crunch and choc coated sub-segments.

Danone sought the services of Desgrippes Gobe’s Hong Kong office to breathe new life into the established range of products.  While a trusted choice of consumers around Southeast Asia, Chipsmore’s needed to create more impact at point-of-sale, differentiate from its competitors and appeal to its core consumers, children under 12.  Additionally the brand sought to create a clear range architecture while also supporting the “More Chips More Fun” proposition.

The solution started with a complete brand “check-up” of the product within its competitive set. Chipsmore’s yellow branding was a strong equity to be retained and the newly refreshed branding is revitalized to be more energetic and more fun.

“As the new product design has been progressively replacing the previous design in store, it has been a dramatic demonstration of how a leading brand can visually reassert its power”, commented Craig Briggs, Managing Director Asia for Desgrippes Gobe. “Side-by-side you see a Chipsmore brand that projects more energy, fun and youth than previously”.

The new Chipsmore design began reaching supermarket shelves in March and is progressively rolling out across the region. 


About Desgrippes Gobé
Desgrippes Gobé is a leading design and brand consultancy with offices worldwide in Paris, New York, Brussels, Hong Kong, Tokyo, Shanghai and Seoul. Since its founding in 1971, Desgrippes Gobé has been a pioneer in developing branding solutions for companies across many industries in Europe, Asia and the Americas. We have created powerful and successful brand identity programmes, as well as packaging, environmental and digital branding solutions that support our clients’ business objectives and enhance their brand strength. In 2006 the Desgrippes Gobé Group generated $31 million in sales, and today has a staff of 150 persons throughout the world.

About Desgrippes Gobé Asia
Desgrippes Gobé’s first Asia office, in Tokyo, was established in 1991.  Now with operations in 4 offices across Asia in Seoul, Hong Kong and Shanghai, the Group’s strategic branding approach is applied across a spectrum of industries and for a variety of branding applications, ranging from strategy for brand creation and re-positioning, packaging and shape design, corporate and brand identity, naming and retail environments.

 

For more information, contact:
Craig Briggs, Managing Director, Asia
Desgrippes Gobé Hong Kong
Unit 3105-6, 248 Queen’s Road East
Wanchai, Hong Kong
Phone: +852-3106-8722
Email: cbriggs@dga.com