Perugina Mother’s Day

Agency: Break
Art Director: Rassella Rabuffi
Account director: Paola Garavaglia
Product category: Confectionary
Project Type: Produced, Commercial Work
Client: Perugina
Location: Milan, Italy
Packaging Content: Chocolate

SCENARIO
The Italian Confisery market (sweet products generally bought as presents) is dominated by a few players. These products are mostly sold in bars and specialised shops. Perugina aims at extending its market share as the most important event of the year approaches: the Mother’s Day.

COMMUNICATION OBJECTIVES
The agency was required to create a packaging line with a strong visual impact for the point of sale. The line had to convey a strong symbolic value on the mothers day but, at once, had to extend its appeal beyond the day of the celebration.

CREATIVE SOLUTION
The line makes an extensive use of flowers, the traditional gift on Mother’s Day. However, flowers celebrate spring as well, therefore extending the product’s shelf life to the whole season. Consistently, the colors used are all those of spring.

The greeting cards are removable in order to be used only for the time needed.

The packs are cheerful and colorful and are designed to make the shop windows more lively and attract the desired attention on the Mother’s Day.