The broad nature of the brief presented the greatest challenge as it meant we had to spend much time immersing ourselves into the snacking category in a variety of retail settings. The number of SKUs and the unique layouts corresponding to each flavor and product type was a monumental task to tackle. Our main objective was to create an idea that would trigger emotional needs in addition to being aesthetically pleasing.

After a long analysis of the consumer journey and key competitors, we found that the targeted consumers responded positively to the idea of “Discovery”. This insight, along with our briefed goal to bring excitement and innovation to the category led us to develop the proposition of “Discovering Beyond Boundaries”. We visualized the act of discovery and the wide variety of products as a “Kaleidoscope of Flavors”. The resulting packaging shapes and colors stood out in the crowded Chinese supermarket environment and gave the category a level of visual sophistication

After only a few months of operations, the Pepsifood Pick and Mix offering has already taken the No. 2 spot in terms of market share in RT Mart and 3rd in Auchan Supermarket. Conversion from online free sample giveaways has reached 15%.