Driving FMCG Success: Unleashing Visual Prowess for Winning Strategies

The success or failure of the fast-moving consumer goods (FMCG) industry hinges on a combination of intense competition and ever-evolving consumer tastes. In this dynamic environment, the key to triumph lies in the implementation of effective marketing strategies, accompanied by expertly crafted visual design.

This article delves into the important role that these two key factors play in the FMCG industry, featuring insights from Emily Micallef, the head of marketing at the renowned branding and marketing agency Steves&Co. By showcasing real-life examples of FMCG clients that Steves&Co. has collaborated with, it also illustrates the significant impact that communication design, packaging design, and in-store brand activations can have.

A objectives-oriented strategy lies at the heart of achieving success. According to Micallef, "In the FMCG sector, you only have a few seconds to capture a consumer's attention. A robust marketing strategy ensures that your brand not only seizes attention, but also holds onto it."

Communication design: The human connection

Founded by Etienne Aigner in 1965 in Munich, Germany, Aigner is a renowned brand known for its leather goods. With a strong reputation for seamlessly combining classic designs with modern elements, Aigner attracts individuals who appreciate sophisticated fashion. Leveraging this exceptional legacy, Steves&Co. has developed a series of visual communication concepts for an Aigner perfume campaign exclusively designed for the Middle-East market.

Rooted in a deep understanding of the region's culture and its enchanting allure, Steves&Co. skillfully captured the timeless charm of Aigner fragrances through captivating visuals and messaging concepts. The 'dolce vita' aesthetics of these campaigns struck a chord with the target audience, resonating with their hearts and desires. Not only did these campaigns highlight the exceptional qualities of Aigner perfumes, but they also fostered a strong and enduring connection between the brand and discerning Middle-Eastern consumers. As a result, Aigner solidified its status as a symbol of luxury and refinement in this thriving market.

Captivating packaging: Drawing consumer eyeballs

A strong and comprehensive brand experience is essential for a brand's success, as demonstrated by Steves&Co.'s partnership with Healthy Leaf, a new player in the healthy snack manufacturing industry. By undertaking a rebranding initiative, creating new packaging design, launching a new website, and actively engaging with social media, Healthy Leaf witnessed a significant increase in both in-store and online sales within just three months. "Our rebranding efforts greatly improved our company's credibility and competitiveness, allowing us to access previously untapped markets. As a result, we experienced an incredible 18-fold increase in revenue," says Ramona Zammit, CEO of Healthy Leaf.

The visual redesign of Healthy Leaf's product packaging played a pivotal role in achieving even more success. Not only did it improve the aesthetics, but it also enhanced functionality, resulting in improved shelf visibility and increased sales during the first quarter of the relaunch.

It goes beyond mere aesthetics; it encompasses the essence of a brand and establishes an emotional bond with consumers. This is precisely the accomplishment of Steves&Co. when they undertook a packaging design endeavor in collaboration with Ducati Corse. Their mission was to create a specialized energy drink exclusively tailored for the GCC market, targeting the Persian Gulf states.

The design team creatively incorporated iconic elements into the packaging while remaining true to the Ducati brand ethos. The result was a striking design that perfectly captured the speed and energy associated with Ducati motorcycles. By utilizing Ducati's signature red, white, and black colors, the product gained a powerful and instantly recognizable visual identity.

Emphasizing the importance of Steves&Co.'s holistic approach, Micallef stated, "We don't simply prioritize aesthetics in our design; we aim to tell a story and evoke emotions. Our strategies, both in the short and long term, are based on consumer insights and strive to distinguish ourselves, ensuring that every visual aspect is in line with the brand's message and resonates with the target audience."

In-store excitement: Delivering value and engagement

In-store activations that are successful can be likened to captivating adventures for shoppers, transforming their experience into one that is enjoyable and unforgettable. These activations facilitate interactions with the brand, resulting in increased sales and a stronger affinity for the brand, as they are tailored to suit the preferences of visitors while staying true to the essence of the brand. Even in a world dominated by online shopping, in-store experiences possess the ability to create a lasting impression.

They have the ability to significantly influence consumer decision-making. Unilever International has partnered with Steves&Co. to create interactive displays in stores for Magnum, the Wall's ice-cream champion. Steves&Co. was approached by the agency to develop and execute innovative shopper-disruption ideas for their global 'Release the Beast' campaign.

According to Steve Ciantar-Barbara, CEO of Steves&Co., they have come up with a unique concept that encourages interaction and engagement. They have programmed a roaring lion to appear on a console that is connected to the freezer unit through coding. This captivating display aims to stop customers in their tracks during a crucial moment of their purchasing experience, all while collecting important reporting data.

The installation was activated, on average, 2,414 times per week. It reached its peak during its first weekend, effectively targeting the desired audience during the supermarket's busiest periods, resulting in an increase in foot traffic to Magnum Double's products. The sales of the Magnum Double SKU within the stand notably increased during the promotional period, providing clear evidence of the correlation between engagement with the installation and sales.

Immersive campaigns

Steves&Co. partnered with Clarins in the cosmetics industry to develop an effective product launch strategy for Clarins Double Serum Eye in Malta. The strategy focused on increasing consideration, awareness, traction, and desirability of the product by following international brand guidelines. Social media played a crucial role in engaging the target audience through an immersive campaign featuring local brand ambassadors and influencers. Additionally, an eye-catching stand with a unique swing concept was designed and installed in Malta's largest shopping mall, attracting shoppers and boosting visibility during the holiday season. Skincare consultants were also available to build trust and guide interested customers to nearby points of sale. The campaign achieved outstanding results, including a high number of impressions, unique engagements, increased followers, and a significant increase in online and in-person leads, successfully marking Clarins' successful entry into the Maltese market.

These project examples showcase the concrete advantages of employing a strong methodology within the fiercely competitive consumer goods field. According to Ciantar-Barbara, in the FMCG sector, achieving success requires a substantial amount of marketing strategy combined with outstanding design.