Pillsbury is the undisputed leader in the Western Dessert Mix category in India. However, the category penetration was quite small, there were many barriers to trial of a Western Dessert Mix. The consumer fear of failure was quite high with regards to Western Desserts, as a result Pillsbury was creating India friendly new products that would remove barriers to trials. The “No Bake Cheesecake” product was one such innovation that aimed to simplify the Western Dessert creation by consumers while allowing them to delight their family. Pillsbury approached Owlworx to create packaging for this new-to-market product.
Exotic desserts simplified
Owlworx created an open and inviting pack format that maximised product appeal. The product appeal was used to drive consideration by a frost visual treatment that was in line with the method of preparation of the product. The ease of preparation of this exotic dessert was highlighted in the front of pack.