El Corte Inglés Snacks Go to the Circus

El Corte Inglés snacks range is a category associated with impulse purchases. For this reason, Spanish agency  Supperstudio decided to try to grab the consumer’s attention by surprising them with a new chromatic palette and captivating them with the action of its characters. Each reference shows a circus act with plenty of action and emotion with jugglers, clowns or fakirs, and other performers.

As an additional challenge, the retailer and agency had to deal without a window to show the product, because the bags were opaque. Therefore, the snacks are integrated into the packaging by photographing them and incorporating them into the characters’ acts.

This new line joins the list of designs that El Corte Inglés is renewing following its new private brand food strategy. The Spanish retailer wants to appeal to consumers with a closer and more modern tone while remaining true to its brand.

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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.