To mark its 60th anniversary, the Savencia cheese brand Caprice des Dieux will appear in 60 different packaging formats featuring the designs of 23 artists.
Reflecting the brand’s philosophy that Caprice des Dieux is better enjoyed with another person, the artists – designers, painters and graffiti artists – worked in pairs to help achieve the packaging innovation, LSA.fr says. The designs will also appear regularly on the Caprice des Dieux Instagram account until the middle of December, when the promotion will end.
About seven million products will feature the art of Atomike & Jordan, Ich & Kar, Shane & Florian, Irrokoi & Julia Henez, and others. They will appear in the hypermarkets of chains Auchan, Cora, Monoprix, Carrefour and Leclerc.
The campaign is estimated to have cost Savencia between €300,000 and €400,000.
© 2016 European Supermarket Magazine – your source for the latest retail news. Article by Peter Donnelly. To subscribe to ESM: The European Supermarket Magazine, click here.