Last year, Wrigly's decided to update the formula and packaging for its Extra chewing gum brand in order to tap in to new eating and drinking occasions. Marketed as a way "to stay clean, fresh and confident throughout the day," the new packaging reflects the brand's visual identity as an oral care aid.
The new packaging for Wrigly's Extra chewing gum is designed to reflect the product's reformulated flavor. As a result, the label boasts a clean design with a color palette that corresponds to each individual flavor. The label also features a small tooth graphic in the corner to indicate its sugar-free formula and its usefulness as an oral care aid.
While simple, the new packaging for Extra chewing gum helps consumers easily identify the already popular brand while also emphasizing the product's teeth-cleaning and breath-freshening properties.
Rebranded Chewing Gums
The New Packaging for Extra Chewing Gum Strengthens the Brand's Identity
Trend Themes
1. Reformulated Chewing Gum - The trend of updating chewing gum formulas and packaging to cater to new eating and drinking occasions.
2. Visual Identity Packaging - The trend of designing packaging to reflect the brand's visual identity and product attributes.
3. Oral Care Aid - The trend of positioning chewing gum as an oral care aid, emphasizing its teeth-cleaning and breath-freshening properties.
Industry Implications
1. Food and Beverage - Opportunity for food and beverage companies to update their chewing gum formulas and packaging to tap into new consumption occasions.
2. Packaging - Opportunity for packaging companies to work with brands in designing packaging that reflects their visual identity and product attributes.
3. Oral Care - Opportunity for oral care companies to collaborate with chewing gum brands to position their products as an oral care aid.