Woolworths branches out

Cosmic Flying Saucers and Squiggly Worms now sit alongside perennial penny sweet store classics such as bootlaces and aniseed balls in Woolworths, courtesy of Carter Wong Tomlin.

The consultancy has created a new range of sweet names and packaging for Woolworths’ own-label confectionery, under the sub-brand ‘I Like…’.

Cartoon characters in the shape of yellow, bug-eyed monsters and worm-eating blue birds now stare out from the shelves at kids, to ‘appeal to the vivid imagination of young consumers’, says creative director Alison Tomlin. ‘For once, product appeal wasn’t the key issue – it was fun and personality instead.’