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Keebler wanted a package to communicate quality and differentiate Cheez-It crackers from other products in the snack aisle of club stores. The white box with three-color printing was lost in the store aisle among many similar packages of snack products.
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G-P recommended a colorful 5-color pre-print package that included improved product photos, a bold brand identity, and a bright red background. No changes in the case packing were required so changing to the new package was simple for the Keebler manufacturing plant.
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The Keebler products stand out in an aisle containing mostly white or brown boxes with simple graphics. The package communicates the high-quality image that Keebler desired. The cost increase was only about 1% of the sales price, but it drove a 44% sales increase in the first three months since the introduction of the new package.
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