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Bean me up Wattie's!

News release
Monday 17, 2006

Bean me up Wattie’s!

The Wattie’s Baked Bean – a staple in every Kiwi’s diet – is all grown up and has been gallivanting around the globe.

While on his OE, the adventurous bean has visited Italy, Mexico, India, Boston and Morocco bringing back the signature spices and seasonings of each country.

Introduced to help Wattie’s retain appeal for young adults (who tend to be lighter category users), Bean There is a new range inspired by flavours from around the world.

Wattie’s Marketing Manager Carey Wilken says Bean There offers more sophisticated, modern and adult-flavoured beans catering to the 16 and 34 year-old market.

With the Wattie’s brand so strong in the market, the company felt confident developing a new ‘fun’ personality for the gourmet beans.

Annie Dow, founder of award-winning brand design agency Dow Design, says their brief was to create a new brand name and pack design for the beans.

“The current beans packaging looked functional and formulaic. To connect with our young adult consumer we needed to make beans exciting.

“Our design solution was to position the range as having ‘playful personality’ and creating a memorable name and a cheeky character who tells a story to tailor to each flavour.

“For example, on the back of the Moroccan-flavoured bean can the product story is written as a postcard from the bean, sent by camel mail from the desert fringe post office.

“We had great fun with this project and are delighted with the result.”

Wilken says: “The new packaging is fun, edgy and unexpected and pushes the category boundary.

“We know this range will stand out on the shelf with its distinctive look and hopefully stop people in their tracks!

“We want our target audience to feel proud about having Bean There beans in their pantry; it's making a statement about who you are. “

Wattie’s Bean There hits supermarket shelves today.


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