Wrigley’s stick gum was declining in volume and share as consumers were gravitating towards alternative gum formats. To help reverse these trends, a new innovative package format was required to make stick gum more relevant to today’s consumers.
Our approach entailed comprehensive immersions to guide strategic recommendations.
- Comfortably fit in their pocket- not bulky/awkward
- Secure containment for increased freshness and protection
- One-handed access for swift dispense
A sleek package which consumers are proud to present in social settings, increasing brand visibility. A significant value-add in user experience which justifies a retail price increase AND resulted in growth in sales. All while utilizing existing primary foil wrap and machinery with minimal capital expense.