Scratch N Sniff
Branding Design

Wrigley Brands

Keeping a Top Selling Brand on the Top

Client:
Kaleidoscope
Role:
Designer
Tools Used:
Illustrator and Photoshop
Year:
2017

Overview

Wrigley and M&M/Mars brands are tops sellers in the product category. To maintain the top spot, they are continuously looking for new innovations to keep the product in front of consumer eyes

The Process

Wrigley and M&M/Mars run a tight ship. Annual sales are driven by new promotions or new flavors. Budgeted and created a year in advance, they need to align with distribution channels and maintain freshness with what is currently in the warehouse ready for shipping. As the brands guidelines are set in stone, new designs that comply and live within the brand guidelines are essential and also a challenge to maintain freshness in design.

Seasonal products receive annual promotions and refresh treatments with in-store promotional displays that work within retailer dictates. The end retailer has final say on the look, size and scope of a display which must be "sold-in" to the retailer to get full backing for the promotion. If the sellers do not like the promotion or kiosk, it is dead on arrival and is not implemented. For example: a Halloween promotion may be designed to promote a special flavor with online support, ads, social media, etc but it must also align with the space allotted by EACH retailer. Some retailers asking for specific displays based on the square footage allotted in the store OR the number of stores they plan to put the display in... think Walmart. They have a lot of stores so they have a lot of say in the final execution of the display. Dollar Tree stores may have one display with Target stores have a larger store based on allotted square footage but all must agree OR retailers get their own specific display that is specific to their needs — so there can be a lot of variety and moving parts when the whole thing is finished.

All said and done, the end result still needs to be very turn-key to save costs in production. The displays were designed, implemented and executed with virtual mock-ups and 3D renders for a quick-sell in. New flavors offerings can be incorporated and tested for receptivity and acceptance. As Wrigley and M&M/Mars both use proprietary color mixes with extra phosphorus the end results really do pop in a busy retain environment. The addition of phosphorus allows standard colors to have more brilliance and life when stacked against the competitor brands. Additionally, they use special colors (similar to PMS) that have been developed so there is no duplication in the market by a competitor looking to imitate the brand. Something that happens often in various parts of the world with competitors trying to hone in on success. These Wrigley and M&M/Mars roll outs really command attention.

Also Wrigley and M&M/Mars adore trying new die cut strategies that use the shipper/packer box as a display. It's a brilliant strategy to keep cost containment but also are more environmentally friendly in execution. They provide impact in store for an item that people are accustomed to seeing in the store on a regular basis at the check-out but with a more impactful quick sale suggestion.

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