Packaging colour can be your growth lever. One of the great examples is The Natural Confectionery Co.
When the brand changed to its clean white packaging in 1997, it didn’t just “look nicer”; it fundamentally changed how shoppers noticed and understood the product on the shelf.
The results speak for themselves:
– In Australia, the rebrand helped drive sales from ~$1M to over $75M, with a 10× increase in market share
– In Ireland, a launch campaign was delivered:
€130,931 marketing investment
€437,720 incremental sales uplift on the core range in just 3 months
ROMI of 1: 4.41 (≈ €4.41 back for every €1 spent)
Double-digit monthly sales growth during the campaign
Why does this matter?
Because the white pack wasn’t a style choice, it was a signal:
– More natural.
– Fewer artificial ingredients.
– Easy to spot in a noisy confectionery aisle.
In other words, colour did the strategic work before the shopper ever read the label.
Watch to see how colour choices translate into real sales impact at the point of sale.
References
Wikipedia: The Natural Confectionery Company (launch 1992, rebrand 1997)
TRP Agency: The Ultimate Comeback Story (Australia rebrand sales growth figures)
Institute of Advertising Practitioners in Ireland (IAPI): BNL / TNCC Jelly launch case study (Ireland sales uplift & ROMI)
Packaging of the World: TNCC packaging redesign (UK & Ireland)
