ID Gum Dis­plays Make State­ment While Tar­get­ing Teens

Point of Purchase - - INTERNATIONAL POP NEWS -

Al­though the Amer­i­can do­mes­tic gum in­dus­try is worth $2.6 bil­lion, sales have de­clined four per­cent over the last year which is why sev­eral man­u­fac­tur­ers are try­ing to cap­ture the loy­alty of the youth mar­ket by mak­ing im­age ad­just­ments to their brands and launch­ing new lines. Kraft Foods is de­but­ing a pos­si­ble cat­e­gory game changer by reach­ing out to teens this sum­mer with the launch of its ID gum, an ex­ten­sion of the Stride brand but way cooler. Pack­ag­ing: The first-of-a-kind magnetic seal pack opens by pulling and turn­ing the ID logo which re­veals graf­fiti-style graph­ics inside. All of the de­signs on the pack­age are cre­ated by young emerg­ing artists. In­di­vid­ual de­signs ap­pear on each stick of gum as well. For­ward and back­ward-fac­ing fonts de­note the dif­fer­ent fla­vors which are avail­able in spearmint, pep­per­mint and berry melon. The idea to ex­press teen cre­ativ­ity with the prod­uct de­vel­op­ment re­in­forces the life­style choice and ex­pe­ri­ence mes­sage the brand wanted to de­liver to its au­di­ence. In con­junc­tion with clever pack­ag­ing, Kraft cer­tainly hit the mark with their mar­ket­ing ef­forts on all of the var­i­ous POP mer­chan­dis­ers de­ployed at re­tail. Shown above are two POS pieces that can be found in mass mer­chants, su­per­mar­ket and c-stores across the US. BOGO coupons were in­cor­po­rated into the floor stand dis­play to fur­ther in­crease con­sump­tion, build loy­alty and pro­mote long-term cat­e­gory growth. Ac­cord­ing to Vend­ing Times, Kraft chief ex­ec­u­tive Irene Rosen­feld said chew­ing gum is a pri­or­ity for the food gi­ant. She also said “in­no­va­tion and the need to hit lower price points” is Kraft’s chief strat­egy to ex­pand the gum cat­e­gory. De­spite re­cent growth across much of its port­fo­lio, Kraft’s gum and candy busi­ness has lagged in Europe and North Amer­ica. Kraft’s Cad­bury gum brands -- in­clud­ing Tri­dent, Stride and Den­tyne - were down mid-sin­gle dig­its in 2011. ID gum is set to ship in Au­gust right along­side the all im­por­tant back-toschool shop­ping sea­son. In ad­di­tion, a snazzy Face­book page was cre­ated to show­case new pack­age de­signs and mar­ket­ing ideas to keep teens so­cially en­gaged be­yond the ini­tial pur­chase

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