Saputo repositions Nutrilait milk brand for a messy life

Pastoral images on packaging replaced with a clean-cut, text-based design

Nutrilait carton

Saputo is giving one of its milk brands a more modern facelift.

To coincide with the introduction of Nutrilait on Loblaws and Provigo shelves in Quebec last month, Saputo has introduced a new look for the milk brand that eschews rural clichés in favour of urban hustle and bustle.

The new tag line, “Real Milk for Real Life” repositions Nutrilait as an integral part of the average shopper’s messy and busy life, said Pascal De Decker, general manager and executive creative director at Taxi Montreal, the ad agency that came up with the new strategy for Nutrilait.

With overall milk sales struggling, and Nutrilait’s sales notably poor, De Decker said Saputo wanted to find a way to make the brand stand out on shelves and resonate with shoppers.

Pastoral images of farms and cows on packaging were replaced with a clean-cut, text-based design.

Focus groups showed Quebec consumers trust the Saputo brand, so the name was coloured an eye-catching bright red.

The new packaging also includes playful illustrations to denote whole, 2%, 1% and skim milk.

De Decker said Saputo wanted to reach the common family, rushing around to get the kids to school and get out the door to work. “In real life, your kitchen only looks perfect when the day’s done.”


To help the product stand out on shelves, Nutrilait is also now available in cartons as well as plastic jugs, which feature a handle that makes it easier for children to hold and pour.

In addition to the new packaging, the first phase of the Nutrilait campaign includes in-store programs, featuring sell sheets, door clings and signage.

Taxi has also overhauled the company’s website and delivery truck design, and gave workers new uniforms. A TV campaign will be launched later this year.

Before getting listed at Loblaw stores, Nutrilait could only be bought at Costco and convenience stores.

Saputo’s other milk brands include Dairyland, Baxter, Lait’s Go and Neilson.

This article originally appeared at

Add a comment

You must be to comment.

Brands Articles

30 Under 30 is back with a new name, new outlook

No more age limit! The New Establishment brings 30 Under 30 in a new direction, starting with media professionals.

Diageo’s ‘Crown on the House’ brings tasting home

After Johnnie Walker success, Crown Royal gets in-home mentorship

Survey says Starbucks has best holiday cup

Consumers take sides on another front of Canada's coffee war

KitchenAid embraces social for breast cancer campaign

Annual charitable campaign taps influencers and the social web for the first time

Heart & Stroke proclaims a big change

New campaign unveils first brand renovation in 60 years

Best Buy makes you feel like a kid again

The Union-built holiday campaign drops the product shots

Volkswagen bets on tech in crisis recovery

Execs want battery-powered cars, ride-sharing to 'fundamentally change' automaker

Simple strategies for analytics success

Heeding the 80-20 rule, metrics that matter and changing customer behaviors

Why IKEA is playing it up downstairs

Inside the retailer's Market Hall strategy to make more Canadians fans of its designs