European gum brand Stimorol is set to revitalise the gum category with the relaunch of its entire range featuring a new visual identity and packaging design by the London office of strategic brand and packaging agency Bulletproof. The rostered agency was appointed by brand owner Mondelēz International in September 2014 without a pitch.
First launched in Denmark in 1956, Stimorol is now the market leading gum brand in Northern Europe. With such an extensive portfolio including Classic, Ice, Fusion, Fresh Zone, Senses, Air Rush and 40 Minutes variants, the current range architecture had started to look fragmented and disparate, lacking real brand impact on shelf. Bulletproof was briefed to create a new visual identity and portfolio architecture that would ‘make Stimorol cool’, driving consumer reappraisal and positioning it as the new, fresh and contemporary lifestyle accessory for Millennials, while ensuring ease of range navigation for shoppers.
Bulletproof said: “Stimorol as it stood felt like a dysfunctional family, all of the variants playing very separate roles with no visual cohesion across the portfolio. We needed a big idea and a masterbrand framework that could tie the range together, allowing each variant the right amount of freedom to express their individual personalities. We then had to strengthen the core brand assets – Stimorol red and blue, as well as the star – and work out their role in the new design to deliver true impact and win at fixture. The chosen design route, ‘fresh superstar’ uses the star as the focus for the branding, which sits within a bold and flexible portfolio architecture that is tailored to communicate the individual product characteristics, while still tying into the overall masterbrand identity.“
Viktor Konya, brand equity and innovation manager at Mondelēz International said: “Stimorol was failing to stand out in the cluttered gum aisle and needed a bold and cohesive design that would return its star status, while helping drive consumer reappraisal. Bulletproof was the perfect partner, really getting under the skin of the brand and delivering a provocative design with real halo effect that is sure to win on shelf and in the hearts of consumers.”