Bringing Western European influenced brands to emerging markets on the African continent. People around the world are continually looking for new products to experience and consumers in Africa are no different. Influenced by product visibility online, shoppers have developed a taste for brands and products that were traditionally very difficult to acquire. Improved distribution channels and the development of larger stores, have both helped bring more choice to the consumer. Therefore to stand out in store, is imperative and insight highlighted that there was an attraction to the Scandinavian lifestyle, which in turn helped focus some of the considerations for the on pack communications.