“Who would have thought 10 years ago that some of the most unique development in the gum category would be in the packaging?”
Wrigley’s stick gum product form saw volume and share declines as consumers were faced with a wider range of alternative products. News was required in the form of innovative packaging to help reverse these declines and make these products more relevant to today’s consumers.
Our objective: create new consumer relevant packaging for the line of stick gum products while remaining cost effective.
4sight’s approach was to first immerse ourselves in the consumer experience. We conducted nationwide store intercepts and N-Gage™ consumer ideation sessions with consumers ranging from 15 to 35 years old.
The results were surprising. Gum was mostly about image.
People wanted packaging that represented their image:
People wanted functionality that reinforced that image:
Users wanted a package that worked like a well-designed product AND made them look good.
This learning led to the creation of the new one-handed, hook-locking mechanism. This idea was able to be integrated into a new, slim, cost-effective, paper package that delivered on consumers’ sensitivity to size and bulk. The packaging delivered significant additional consumer value which allowed for a retail price increase AND growth in sales.