Packaging needs to work hard, and confectionary packaging harder than most. In a sector where people often make impulse purchases it needs to stand out from all the colour and noise on shelf and shout ‘eat me’ louder than the competition.
In Europe, Starburst had a strong portfolio of sub-brands that were diluting the parent brand, resulting in a big player getting lost in a crowd of confectionary. It was time to reassert the Starburst identity and make this the first thing to leap off the shelf.
We did this by introducing powerful colour-blocking. We reinstated yellow and red as the lead palette across all packaging formats, making it instantly recognizable for maximum shelf stand out. Then we worked on the brand hierarchy to make sure sub-brands were easy to distinguish. We also created a new identity for the Sours sub-brand, communicating the sensationally sour product offer while referencing the recognizable square sweet shape.
With juiciness at the heart of the Starburst brand, our brief was also to bring their mouthwatering, taste-bud tingling, product truth to the fore. We tweaked the Starburst logo to emphasise the ‘burst’ of flavor and brought an uplifting juiciness and vibrant energy to every aspect of the pack, from visuals to messaging, front and back. The back of pack copy references the advertising campaign and features madcap stories explaining the source of the juiciness in bold droplets. We also championed the ‘S drop’ which was not being used to full effect and made it a core element on displays boxes.
The result is a whole lot of juiciness that bursts off the shelf and a proud parent brand back in control.