Each new assignment is like a big, complex puzzle that needs to be solved in its own way. I love when we get challenged in such a way that this idea or medium has never been attempted before.

As I attended the IFRA conference in Champaign/Urbana this past month some of the conversation evolved around why some brands take off and some dissolve into the bliss of grocery death. This conference is for Food Retailers. Where the conversation ended was the uniqueness behind not the brand itself but layer in the package. We considered when Ben and Jerry’s came into our freezer cases with a new look and a smaller container, Altoids has never abandon the metal tin box, Absolut Vodka has a unique shape bottle, Kiwi shoe polish is easily recognized, Lunchables are a fast find in the cooler isle, and there is a coolness factor to Targets upside down pharmacy pill containers.

But nothing has changed direction as quickly as the chewing gum industry. New packaging, new flavors, new reasons to chew and it has become hip again through this initiative. First let me tell you the players; Wrigley, Warner Lambert, Burst Gum, Stimorol, Bubble Yum, Trident, Wall Bubble Gum, Bazooka, Amurol Confections and Bible Gum.

Next I want to just talk about Wrigley and what they offer:

Juicy Fruit, Eclipse, Extra, Freedent, Big Red, Spearmint, Big League Chew, Orbit and the all biggest brand that has dominated the market “5”. 5 is a groundbreaking sugar-free stick gum product. The mouth-freshening gum delivers long-lasting flavor and a unique experience. The sleek 5 envelope created the next great packaging enhancement for stick gum. Each distinctive envelope has an eye-catching design and holds 15 sticks. Now available in the new Prism flavor. The flavors are

• Rain®…a tingling spearmint
• Cobalt®…a cooling peppermint
• Flare®…a warming cinnamon
• Elixir®…a mouthwatering berry
• Lush™…a crisp tropical
• Solstice™…a warm and cool winter
• Zing™…a sour to sweet bubble
• React™ Fruit…a unique fruit flavor experience
• React™ Mint…a unique mint flavor experience
• Prism™… an electric watermelon

This all has transpired in three years. Of course they are competing for share against brands like Bubblicious, Dentyne, Stride, Sour Patch and Clorets. Each brand has reinvented itself and found its competitive advantage. We all know Trident fights cavities. What Wrigley has done is make it hip to carry these cartons with its matt and gloss finish. You know get 15 pieces in their cartons for additional chewing pleasure.The younger audience have found gum again and packaging is a big part of how that happened. So the next time you go to the gum isle, notice how many brands are fighting for your eye and how packaging is different today than when you were a kid.

Very few brands have managed to leverage all of their consumer touch points in a way that maximizes brand expression. Bringing competing disciplines and agencies together at the beginning of any brand development project is that key to ensuring a consistent brand expression and a positive consumer experience. Is your agency merging the two to offer you the best presentation? By the way if you have never heard of Amurol Confections, they own the Hubba Bubba brand which now has three additional flavors.

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