White sugar is one of the most common items from our lives, so let’s make an exercise: think of the different sugar brands that come to your mind now. You could probably bring up 3 or 4 different names, but that’s it. So what, there is no difference between sugar brands? Well, not exactly. Some of them just don’t know how to express their stories.
That`s what we needed to solve for our client – GAR agri-business and food, with HQ in Madrid and Singapore, for their operations in the region.
Moustache brings something interesting on the table. And we’re not talking about some kind of super secret ingredient, although it has extraordinary taste and very good quality.
Moustache brings a concept. Not your basic, stereotypical “Happy family using sugar” kind. This is the kind of story that makes the sugar market rather dull, because there are so many other brands that use it. This is why we can’t find more than 3 or 4 different brands when we think of it.
Moustache is about joy, playfulness and simple family humour. Happiness. Not a stereotypical family table, but an authentic feeling.
We strive to deliver brands that instantly differentiate at the shelf and our client agreed the idea and wished for something that can step out from the line and shine. So we thought of the most innocent, lighthearted thing: the sugar that remains on your upper lip when you eat your mother’s best cookies. Or when your grandma makes a delicious pie, and you add up a little sugar. It’s that good.
Our package is simple, but it’s sending a strong message: our day-to-day life doesn’t have to be boring, or stereotypical, or even ordinary! At the end of the day, it’s all about what you feel.
With Moustache we targeted three regional markets: the Romanian one, and also the Bulgarian and the Croatian markets. And it was challenging, because we needed to find the right concept to touch the consumer from three countries with different languages and having different cultures (one of a Latin origin and two of Slavic origin).
Well, we think we found an universal symbol with an interesting catch for our client`s domain. 🙂
Moustache is currently on the shelves in Bulgaria.