Mondelēz appointed Bulletproof as its packaging design agency in 2014 without a pitch.
The agency said the gum brand felt like a “dysfunctional family, all of the variants playing very separate roles with no visual cohesion across the portfolio”.
Mondelēz’s Halls brand equity and innovation manager, Victor Kónya, also stated: “Stimorol was failing to stand out in the cluttered gum aisle and needed a bold and cohesive design."
The new design uses a star as its branding focus, said Bulletproof. It aims to “drive consumer reappraisal while capturing the attention of Millennials looking for cool refreshment”.
What makes gum packaging stand out?
Standout should be measured by two standards: impact, including color, shape and overall design; and differentiation of a story, Bulletproof’s global creative director, Nick Rees, told ConfectioneryNews.
“What does the brand stand for and why? How does this set us apart from our competitors and what does this mean to our consumers? Once these things are understood they should be built into the design in a single minded, simple but beautiful way,” he said.
“Design can help a consumer choose your pack at shelf but a great product will keep them coming back again and again,” Rees added. “Not every project will deliver astronomical sales uplifts but we are very proud to have our name attached to a few that do.”
Bulletproof has previously worked on other Mondelēz brands, including Cadbury Marvellous Creations, Ritz and Maynards Bassetts. It has also worked with big name brands such as Coca Cola, Fanta, Sprite, Heineken and Strongbow.
Packaging design trend move fast
Rees said it was important for branded products to make their design “ownable” to an extent where competitors cannot mimic it, particularly in confectionery, a highly competitive and innovative category.
“New trends are happening within the confectionery industry all the time… and packaging design trends move equally fast,” said Rees.
In order to catch up with the packaging trends, Bulletproof said it also has a trends team that works with the design team to identify new areas that may inform the design process.