Galaxy indulges in new brand design

Galaxy hopes to create renewed interest in its products following a redesign of its brand logo and packaging.

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By  Roger Field Published  April 5, 2006

Galaxy, one of the world’s biggest chocolate brands, has been re-launched with a new packaging design in a bid to take a greater slice of the Middle East’s fast-growing confectionery sector. Brand managers at Galaxy, which is owned in the region by Masterfood Middle East, decided to upgrade the packaging because they thought it was starting to look dated and no longer reflected the image of indulgence that Galaxy is supposed to portray. “Galaxy has grown tremendously since its launch, but in terms of packaging, we started to feel that we needed to modernize the brand and really upgrade the image,” Yara Badri, Master Foods Middle East’s brand manager for Galaxy, told RNME. “It really is a brand leader when it comes to chocolate and we felt that the packaging was not matching the brand promise, and we find it important to stay ahead of consumer trends.” She added that the product’s brand managers also wanted to use the re-design exercise to create excitement and awareness of Galaxy among consumers. Galaxy’s new design retains key aspects of its previous packaging, including the brown background, while the famous silk design is modified. “There were certain parts of the old packaging that were very important to consumers,” Badri said. “We consumer researched the packaging, and we know from experience what things consumers want to hold on to, such as the Galaxy silk, which has come to be known as a design element for Galaxy.” For this reason, the new design retained the silk effect in a toned-down form and modified the Galaxy logo. The logo now appears to be written in melting chocolate, which is intended to convey a message of indulgence. “We retained the silk, however if you look at old versus new, the new silk is a bit more modern; it’s a bit smaller and less crumpled. "We also kept the shades of brown that make consumers instantly recognise the brand. The main change is the logo design now looks as if it is written in melted chocolate to make it look a bit more tempting and indulgent.” The new design, which was rolled out across each of Galaxy’s 65 product lines, was supported by television adverts, including a ‘teaser’ campaign before the release of the new design, and follow-up advertising after the March 15 launch date. Galaxy started to introduce the new design in February so that by March, almost all of the old products had left the shelves. Galaxy’s displays in key retail outlets were also modified and made bigger to help promote the product. “The teaser campaign was just the start of raising awareness that something was happening with the brand,” Badri said. “There is also a more traditional 30 second ad on television at the moment that is strong on chocolate visuals and reminds consumers that this is the same smooth and creamy chocolate that they know and love.” Galaxy’s brand re-launch in the Middle East was also important for consistency; it was re-launched in the UK about two years ago and as with most brands, it is important for consumers to see the same design wherever they are. “It [the re-design] started off in the UK two years ago because the UK is a lead market for Galaxy, the Middle East is second and China is probably third,” Badri said.

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