Making Chipsmore a tastier proposition

Regional - Danone Malaysia has rebranded its regional chocolate chip cookie brand, Chipsmore in a bid to better support its ‘More Chips More Fun' proposition.

Desgrippes Gobe's Hong Kong office were handed the assignment to increase the brand's impact at POS and differentiate itself from competitors while appealing to its core consumers of children under the age of 12.

"As the new product design has been progressively replacing the previous design in store, it has been a dramatic demonstration of how a leading brand can visually reassert its power. Side-by-side you see a Chipsmore brand that projects more energy, fun and youth than previously," Craig Briggs, MD of Asia for Desgrippes Gobe said.

The new Chipsmore design, which retains its yellow branding, has been progressively rolling out across the region since March.