Introduction
Creating a seasonal limited edition pack for Lyle's Black
Treacle.
Challenge
As a more specialised and grown-up ingredient than the sweeter
Golden Syrup, 100 year-old Lyle's Black Treacle had become
something of an unknown and was suffering from lack of consumer
awareness. On the strength of our successful limited edition
designs for the jubilee and royal wedding, Tate & Lyle asked us
to raise the product's profile and promote its seasonal relevance
and appeal by creating a limited edition tin for Halloween. Our
brief was to inspire enthusiastic cooks and bakers and avoid
overtly childish imagery with a design that reflected the
much-loved Tate & Lyle brand's values.
Solution
A double pun on Tate & Lyle's instantly recognisable brand
identity and the Halloween theme raises an affectionate smile and
lends charm without sickly-sweet cuteness. Our reversal of the
distinctive colour scheme enriches the brand's existing equities to
maximum effect and, by adding the seasonal twist of a grinning
jack-o'-lantern, we created a more grown-up, premium feel to
emphasise the darkness of the product and the Halloween atmosphere.
Our transformation of the familiar filigree detail into glowing
lanterns and torches is the icing on the cake and the
collectability of three variations adds extra interest for all
ages. We struck up a witty and instantly engaging
conversation with consumers, giving them a reason to stop, look and
buy. Lyles Black Treacle is now inextricably linked with the
Halloween season, guaranteeing it won't be left on the
shelf.