On the appointment, Dean Nelson, managing director at SIS said, “The decision was based on their proposal for this project and their proven track record."
He said that another key factor was the agency’s ability to coordinate this project between Singapore and some of the Middle East regions, where SIS Sugar has a strong presence.
Added Graham Hitchmough, managing director, The Brand Union Singapore, “It has been a pleasure to work with SIS, one of Singapore’s favourite heritage brands, and communicate its brand messages in the local market as well as in the Middle East.”
SIS last updated its retail pack in 2006 and the project to redesign the brand packaging was initiated by the changes in the consumer shopping patterns and to protect their brand equity in other markets.
The Brand Union Singapore embarked on in depth studies into its local and international markets, which resulted in the development of a global strategy for brand packaging.
The agency is also responsible for brand equity analysis, updating the brand identity, verbal language and packaging design across all existing products.
The new product packaging will be launched in mid 2011.
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