Nestle to further reduce design agency roster

By Amy Golding,

marketingmagazine.co.uk, 03

September 2009, 2:20pm

LONDON - Nestle is to make further cuts to its UK packaging design roster.

The global food corporation has already reduced its supplier list from about 25 companies to 10 in recent weeks. It is understood that just four agencies will be chosen from this final shortlist.

Nestle has not reviewed its branding and design roster since 2003.

Agencies involved in the final stages of the pitch include Blue Marlin, Bloom, Elmwood and Coley Porter Bell. A decision is expected imminently.

The FMCG giant's brands include Nescafe, Smarties, Kit Kat, Rolo, Cheerios, Shreddies and Shredded Wheat.

Industry experts suggest that streamlining the roster is intended to help Nestlé improve design and NPD via a more efficient communication structure. Nestlé has refused to comment on developments.

Earlier this year the company announced that it would be adopting the Japanese kansei philosophy, in which products are designed to elicit specific emotional responses.

Kansei focuses early on in the design process on how consumers feel about a product, and then attempts to translate those emotions into a physical form. The food company also intends to apply the technique to its products.

In April, Nestlé announced it would be rolling out a £6m marketing push for Rowntree's Randoms, its most significant confectionery launch of 2009. The product comprises sweets with a variety of textures and flavours.

The marketing activity for it carries the strapline ‘Let your random side out' and is aimed at young adults.

http://www.marketingmagazine.co.uk/news/935826/Nestle-further-reduced-design-agency-roster/