Tuesday, 21 October 2014
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Cadbury relaunches Trebor mints with packs by JKR

Cadbury is set to relaunch its Trebor Extra Strong Mints and Softmints brands, with packaging designed by Jones Knowles Ritchie.

The confectionery manufacturer appointed JKR in February 2008 on the strength of its previous work. The consultancy has been working with Cadbury Trebor Bassett since 2006, starting with its redesign of Bassetts.

Cadbury briefed the packaging group to ‘rejuvenate’ the two ‘heritage brands’, according to the manufacturer’s senior brand manager Clare Tasker. She also asked JKR to achieve ‘eye-catching packaging that retains the no-nonsense brand characters’ for the two mint brands.

Cadbury hopes that the new packaging will attract 35- to 55-year-old ‘lapsed users’, as well as appeal to existing loyal customers. ‘Since rollpack mints are the epitome of impulse purchasing, they have to have really strong stand-out on shelf,’ says Andy Knowles, chief executive of JKR.

Knowles describes the redesigns as ‘a strong evolution’. However, he also claims that during consumer testing, the subjects ‘believed that our redesigned packs were actually the current design, while the existing packs were decades old’. Knowles adds, ‘We aimed to make the packs look modern and up-to-date without looking dramatically different’.

The new Trebor Extra Strong Mints and Softmints packaging is rolling out in convenience stores and supermarkets in July.

Readers' comments (14)

  • Yeck, blech, that is truly awful, a 1st year design student might come up with that type treatment.

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  • That looks terrible! Very cheap! The font also!

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  • I doubt that it will attract their target market. I don't think they have strong shelf impact either. There's no connection.

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  • Couldn't agree more. The type is far too close together and horrible choice of font.

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  • Looks Russian - old Soviet! Ivan Drago.

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  • The small 'e' in the trebor logo is terrible!

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  • i'm a first year design student and not even I think that works. yuk, i prefer the old design, especially if it's being changed to this!

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  • truelly uninspired clip art look, presumably job experience on the cheap job. how come cadbury's have given it the ok??????

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  • How boring! Couldnt they come up with anything more interesting & with more impact? Something a bit more 'retro' surely would have worked better?

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  • Preference and impact are two very different things. How something looks on its own is very different to what makes it stand out on the shelf! I don't particularly like the colour green but I would always buy a green lettuce over a brown one! (Simple logic I know, in terms of the colours we associate with fresh and stale) .... the same concept applies with all design! The question is what will connect with your target market, whilst not excluding current buyers… this is a simple rule.

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