Fox’s swallows up revamped wrappers

Precept has repositioned Fox’s medicated menthol mints from a variant to a sub-brand to help the range compete better in the marketplace.

The Ely group created the new packaging, branding and name, Clears, to replace the sweets’ long product description. “Clears communicates two messages – the crystal-like clarity associated with Fox’s sweets combined with benefit, a relief experienced from cold symptoms,” says Precept creative director Jane Myhill.

Fox’s owner Nestlé is aiming to rival Tunes, Lockets and Soothers by building on the brand’s heritage, says Fox’s marketing manager Paul Diver: “It’s a big market and it’s growing.”

Precept previously worked on the design of Fox’s Glacier Mints.

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