News bulletin 25.02.11


A new design for Ambrosia, a new soup range for Heinz, a new drink type for Innocent & and a new deodorant type for Dove in this week’s very new news bulletin


Creamy rice pudding
We heart Devonshire rice pudding


1. Keen to make more of its Devonshire roots and re-establish brand authenticity, rice pudding powerhouse Ambrosia has unveiled a fresh new design. The quirky re-vamp by JKR is set to bolster brand recognition, shelf standout and consumer appeal. JKR’s design director Donna Trist claims the addition of luscious fields and lowing cows under a bright blue sky “help bring to life the warm and comforting emotions that enjoying Ambrosia actually creates.” We quite agree (given that we worked on the pack and all…).

2. Never one to miss a soup trick, Heinz launches its Big Soup range into handy microwavable pots this week. The move is a response to consumers asking for more convenient ways to package soup (especially for a working lunch), and hopes to encourage wider usership and increase loyalty to the brand. In addition, the brand unveiled a new label design which extends across the new packs and existing tins. The bold typeface adds modernity to the iconic Heinz keystone and reflects the chunky, hearty nature of the soup.

3. Smooth(ie) operators Innocent revealed their intention this week to double in size by 2013 and extend into more international territories. The company hope to reach out to a broader audience by focusing on health and taste benefits and launching new products. Watch their new ‘juicy by nature’ ad campaign which launched today.

4. Finally, Dove bolsters its brand credentials this week with the expansion of its deodorant portfolio. The beauty brand is due to launch a new product, Beauty Finish, which will be the first in the category to use pearlescent mica – a mineral claiming to improve the appearance of underarms by creating a smooth finish on the skin. Rolled out from April onwards, the product will be supported by a £3m TV, digital and print campaign by Ogilvy.