BACKGROUND | CHALLENGE
Ball is known best for their home food preservation systems - traditional canning jars and lids. Most consumers were unaware of their extensive offering of preserving ingredients due to undifferentiated packaging, low distribution and dated design.
By updating the packaging around the #1 jam & jelly ingredient, pectin, current consumers and newbie canners will identify with Ball as a brand that supports all aspects of canning and preservation systems.
MINT developed bold and bright packaging to communicate the end benefit of pectin. Modern photography showcased the appetite appeal and clearly differentiated it from other products on the shelf. The redesign jump-started an opportunity for the brand to re-think their current brand strategy and is leading the way for a total overhaul. Since the new Ball pectins hit the market, our consumers aren’t the only ones enjoying their delicious homemade jams. Ball is also enjoying a huge spike in sales and distribution. Double Yummy!
“We brought in the Mint team to help us redesign our Ball Pectin line under very aggressive timing. They not only designed a package that looks fantastic on shelf- but conducted an eye opening analysis of the category and coordinated the full transition with our third party producers! Thank you Mint! ”
Senior Marketing Director Ball Home Canning, Jarden Home Brands