Aug 2007: Hot off the press
Following the success of many new product launches across the Groupe SEB portfolio, Tefal asked Armadillo to help launch their next high profile product, Quick Cup.
Following a lengthy name generation process exploring a wealth of descriptive, adaptive and associative names, amongst others, the name Quick Cup was agreed. A black and chrome finish was agreed on for the UK launch giving it a premium feel whilst looking at home in any modern kitchen.
Increased competition has seen Tefal's dominance over the kettle market slip in recent years to competitors. The launch of Quick Cup aimed to re-establish their brand dominance and revolutionise the kettle sector with new product development, redefining the term kettle.
Tasked with producing a comprehensive below the line launch package, Armadillo faced a number of challenges including not just communicating the product USPs but to also categorising the product into the kettle/water filter market.
Armadillo produced a range of below the line material, including both temporary and semi-permanent FSDUs and plastic moulded counter top units with integrated light displays, on-product POS and packaging for both Quick Cup and the Claris water filter packs.
Following Quick Cup's launch, sales reached 500 units a week in the first 8 weeks, well above those expected, as TV advertising had not yet started. Senior Product Manager Alex Meir, said of the launch "Armadillo were fantastically creative on this project. They easily integrated the potentially complex selling points of this product into their packaging and POS designs, which has really helped us in supporting the premium selling price of Quick Cup."
Dec 2006: Sharper designs in-store for Wilkinson Sword
Wilkinson Sword tasked Armadillo with re-vitalising the packaging for their garden hand tools range.
Mar 2007: A brand new start for Ujuice
In June 2006, Outspan fresh were bought from their parent company Capespan. Having worked with Outspan fresh for over 5 years, producing a range of literature and POS material, Armadillo were pleased to be asked to look at renaming and rebranding the company.
Jul 2007: Retail Ready Heineken Packaging
Armadillo produced a range of packaging concepts to launch the new Heineken ID keg-can in a 3-way pitch.
Oct 2007: A new approach for hotels.com
For their first foray into Direct Mail, Hotels.com partnered with Armadillo Direct, to test driving bookings to New York over the holiday season.
Nov 2007: Putting the sparkle into Christmas for H. Samuel
Impressed by previous trial creative work, H. Samuel drafted in Armadillo to design their Christmas POS without pitching.
Nov 2007: Blockbuster Christmas Retail Campaign
Armadillo's latest direct mail campaign for Blockbuster has caused a stir in the entertainment retail landscape this season.
Dec 2007: Armadillo can now truly do it all in house
Armadillo has launched is own Ebase marketing service which allow clients to have their complete Emarketing needs fulfilled in one place, working with one account team to ensure a simple, clear and efficient service.