Popped into a supermarket lately? Following New Zealand's vibrant FMCG sector trends? You might have noticed a sleek new look for a beloved local brand. No Ugly, known for their scientifically formulated functional beverages, recently transitioned from glass bottles to slimline 250ml cans.
At William Aitken & Co (WAC), we played a crucial role in this transition, showcasing our commitment to being brand ambassadors, exhibiting adaptive and agile expertise, and fostering committed collaborative partnerships.
No Ugly's New Look
During April, No Ugly had been teasing their Facebook and Instagram audience with something new, exciting, and very slim. The wait was then finally over, and the brand unveiled their new slimline 250ml can range.
These sexy cans are not just about aesthetics; they mark a significant shift in the brand's packaging strategy, driven by customer preference and bringing both logistical and environmental benefits.
“We knew changing our packaging was imperative to our business goals, and it needed to happen as quickly and as efficiently as possible. From pitching the out-of-cycle change to retailers through to managing stock in individual stores, WAC have been with us and provided invaluable guidance every step of the way. They worked tirelessly to manage the (what felt like hundreds!) of moving parts to get our new and improved range in customers hands. There is simply no way it would have happened as quickly and easily without Rachel and the team.” - Sara Eichmann, No Ugly
WAC’s Role in the Transition
As No Ugly prepared to launch their new cans, WAC stepped in to ensure a smooth transition.
Here’s four keyways we supported them:
1. Being Brand Ambassadors
At WAC, we see ourselves as more than just distributors; we are brand ambassadors. We understand the importance of representing our brands with passion and dedication. For No Ugly, this meant actively promoting the new cans to retailers, ensuring that the transition was met with excitement and acceptance.
2. Exhibiting Adaptive and Agile Expertise
The shift from glass bottles to cans required a significant logistical overhaul. WAC's expertise in adaptive and agile supply chain management was put to the test. We coordinated with No Ugly to replace the existing stock throughout the retailer supply chain to ensure the changeover occurred as quickly as possible with no disruptions in product availability. Our agile approach allowed us to swiftly adapt to the new packaging, managing the hiccups that go along with change overs.
3. Fostering Committed Collaborative Partnerships
One of WAC's core values is fostering committed collaborative partnerships. Our relationship with No Ugly exemplifies this value. By working closely with their team, we were able to understand their needs, anticipate challenges, and provide tailored solutions. This collaborative effort ensured that the new cans were not only introduced to market as quickly as possible but also received well by retailers and consumers.
4. The Impact on Brand Awareness and Market Presence
The introduction of No Ugly's new cans was more than just a packaging change; it was a strategic move to enhance brand awareness and market presence. By partnering with WAC, No Ugly leveraged our extensive network and market expertise to maximise the impact of their new product launch. This collaboration highlights how WAC supports local brands in reaching new heights and driving growth in the competitive FMCG market.
At WAC, we are proud to support local heroes like No Ugly through significant transitions. Our commitment to being brand ambassadors, exhibiting adaptive and agile expertise, and fostering committed collaborative partnerships ensures that our brands not only survive but thrive in the FMCG market.
Stay tuned for more success stories and insights from William Aitken & Co as we continue to champion great brands. Connect with us to learn how we can help your brand achieve its full potential. Visit our website or reach out to our team today.
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