Combining modern-day behavioural theory with the concept behind a 190-year-old medicine delivery system, the brand strategy and creative hub Speakeasy has developed a simple yet striking way to help international kiwi marketer Zespri increase consumption of its nutritious fruit line.
Consumer research conducted by Zespri in its Singapore test market found that while the vast majority of adult respondents (93%) said they want to eat more fruit, and more than half of them did not eat fruit daily, mostly because they simply forget to do so.
Collaborating with business transformation company The Shed 28, Speakeasy enlisted a customised team from its open talent global network of more than 250 strategists, creatives and designers to curate and develop a simple, intuitive solution – the Zespri Fruit Pillbox.
The 350gsm paperboard sleeves with corrugated board inner tray was manufactured by Packers Product in New Delhi India. Paperboards and kraft paper liners are imported from Norwegian papermills, and kraft paper medium/fluting from Indian papermills.
Rolled out first in Singapore, the Fruit Pillbox packaging is modelled after pill boxes that have long been used for medications and supplements.
The packaging has seven compartments labelled from Monday to Sunday, with a Zespri SunGold kiwifruit in each compartment, which intends to nudge people to eat fruit every day.
“The key to the packaging is its simplicity, using intuitive visual design and a clear, uncluttered aesthetic,” said Marcus Kawamura, Speakeasy’s partner and chief creative officer.
“The inviting packaging balances innovation with captivation and is informative with attention to detail and functionality.”
Working with packaging specialists PackFora, the Fruit Pillbox is made with recyclable material and vegetable-based ink. Also, as a commitment to inclusivity, the days of the week are also imprinted in braille, making it accessible to the visually impaired.
In addition to listing the days of the week, one side of the packaging includes a “Why a kiwi a day?” section, with a list of the fruit’s nutritional benefits.
Initial consumer response has been very positive. Zespri conducted a follow-up survey through a QR code printed on the Fruit Pillbox to track consumer reaction and behavioural changes, and 75 per cent of respondents said the packaging successfully reminded them to eat a kiwi each day.
In addition, 71 per cent said they are likely to repurchase kiwifruit in this packaging, and 67 per cent liked the design.
“People are far more disciplined when it comes to taking their daily medications,” said Marcello Magalhaes, Speakeasy’s founder and chief strategy officer.
“One reason why is a low-tech invention that’s been in use for almost two centuries – the pillbox, which an International Electronic Journal of Medicine study found improves medication adherence by as much as 68 per cent.
“We took these insights and developed a simple design idea that is easily recognisable and effectively addresses a historically complex challenge of trying to change human behaviour, where billions of dollars were invested with little success.”
“Zespri believes in inspiring positive behavioural change towards a healthier community through the power of remarkable marketing,” said Ng Kok Hwee, general manager, Global Marketing at Zespri.
“Inspired by Nudge theory, where consumers are subtly, gently, and repeatedly encouraged to make positive changes in their behaviour, the Fruit Pillbox aims to encourage a positive change in the eating habits of consumers, making fruit consumption a seamless and enjoyable part of their daily routine.”
In a clever design touch, the Fruit Pillbox branding appears with a strikethrough on the “Pill” portion of the name.
Creative in-store POP displays resemble enlarged versions of the Fruit Pillbox, using the same look, branding, and flip-tops to house the packaging.
The displays stand out in produce sections, which typically lack examples of creativity and innovation. The launch was also supported by a social media campaign.
At the moment, the Fruit Pillbox is available only in Singapore, with the country acting as a market beta test. Initial consumer response in Singapore has been very positive, and future implementations in other markets are being considered.
