To each their own pizza: XL for adults, S for kids.
This is Findus’ idea on the background of the radical restyling of the packs of
La Sofficiosa, high and soft, and La Piccoletta, super cruchy,
These two pizzas are part of Sofficini range, with Carletto as testimonial.
Since the beginning those two Pizzas were oriented towards two specific target audiences: adults with a lot of hunger and kids who need to be teased by delicious tastes.
The message was not openly declared but ensued from their size.
Now, this segmentation becomes the real communication message on pack.
Therefore, it is a matter of a visual identity system that involves a real communication operation on different target audiences, while keeping Sofficini’s brand essence summarized by Carletto unchanged: Fun & Taste stays as a must.
In both cases, the brand testimonial is present on pack but he does not prevail over the product.
For both SKUs, it was decided to stop representing the single slice of pizza and to go with the whole one, further favouring the appetite appeal given by the melting mozzarella which represents a link with the other products of the mother brand.
La Piccoletta must be perceived as a pizza for kids, and, in this sense, the delicious proposal of pizza with wurstel and french fries helps.
The wordings “Super crunchy base”, “For the little ones”, and “Rich in taste with extra melting mozzarella” complete and clarify the message
avoiding that the small size is interpreted by consumers as a proposal of snack for adults.
La Sofficiosa declares itself for what it offers through its characteristics: high, soft, with extra-melting mozzarella, and overall through the weight of 480 grams! It is a pizza for adults who are really hungry or for those who want to share it.
In this case VIS keeps connection with Sofficini but avoids childish traits.
VISUAL IDENTITY SYSTEM