The Russian condiment sauce category was crowded with similar brands, so Cocoon Group sought to position Heinz Russia's Picador brand to appeal specifically to Russian men. They determined Picador's target was real men who valued appreciation for their hard work rather than an idealized lifestyle. This led to a brand claim of "The taste real men prefer" and simplified packaging with bold colors and food images to attract men's attention on shelves. The rebranding was a success, increasing Picador's sales by 30%.

1. Finding a new man-space
Channeling one’s inner ‘real man’ to reinvigorate a brand

2. The Russian condiment sauce category was
flush with me-too brands all using similar design
styles and language. By digging deep into what
it means to be a Russian man, Cocoon Group was
able to unlock a positioning for Heinz Russia’s
Picador brand of condiment sauces. This led to a
real breakthrough in pack design, revitalizing the
category for Heinz.
Introduction

3. Finding Picador’s man-space
Old image
Competitors
Condiment sauces are aimed primarily at men and are used as basic toppings
for simple meat dishes. Picador’s portfolio consists of bold tasting favorites.
The market leader, Unilever’s Baltimor brand, had a much larger advertising
spend and a well-defined positioning. Baltimor built its brand image on the
idea of the ideal male lifestyle to which all Russian men aspired.
Heinz recognized that, if Picador was going to be successful, they needed to
come up with an alternative, but equally attractive message.

4. Finding Picador’s man-space
Cocoon Group’s strategic team first asked themselves “What kind of man is
Picador?” In the ensuing exploration, in which the entire market was meticulously
examined, an insight was developed which represented a clear alternative to
Baltimor – a ‘man-space’ which could be truly owned by the Picador brand.
What kind of man is Picador?

5. The brand claim was developed which supported this definition…
”The taste real men prefer”
A brand for real men
Rather than live in the fantasy of Baltimor’s ideal, the Picador man wants to be
appreciated for what he does in the real world. The Picador brand represents
to him a daily reward for just being the great guy he is.
I like being a man and enjoying a simple
life with my friends and family.
I spend a lot of time working and doing
things for my family: I love to feel
appreciated for what I do and I need
something in my day that’s just for me.

6. were the bold, rich flavors that the product promised on the plate and at the
end of the fork. The brand identity and pack designs were greatly simplified,
striving for sumptuous food shots and rich contrasts.
Bold and Simple
This insight lent itself to a very straightforward, no-nonsense approach to
brand identity development. In performing their initial design audit, the
design team recognized that the normal visual language of the category was
interfering with the message of the brand. Fresh ingredients, descriptive text,
and soft colors were not relevant to hungry men! What they wanted to see

7. The highly visible color-coding, which was used across the entire portfolio in
combination with a striking black, really pops the pack off the shelf. This rich
color combination was combined with modern pack shapes and high tech
materials. The result is both eye catching and functional. These packs ae sure
to catch the eye of even the most uninvolved shopper!
Jumping off the shelf

8. Today, sales of Picador are up 30+%.
And while it is still too early to say how these
changes will affect market-share long-term, we
feel safe in saying that Picador has re-defined
what a manly sauce should look like.