Presentation is Everything

In many ways, the manner in which a confection is dressed may determine its long-term success.  And just like fashion, candy wrappers and packaging have trends that reflect consumer tastes in both looks and philosophy.

Wrappers are key— a fact borne out by looking at how much research and development is invested when putting together a product launch in an already crowded confectionery category. Depending on the size of the company (and its budget), the amount of time and financial support that goes into designing and test-marketing new packaging can vary widely—anywhere from “as little as $3,000 to as much as six-figures, plus (if you figure in ad budget),” says Yael Miller, senior editor at design blog TheDieline.com and principal at Miller Creative. “Timelines can range anywhere from six weeks to two years,” she adds.

This is because “[t]he wrapper lives at ‘the moment of truth’,” according to Miller. Right on the precipice of point-of-sale purchase, a product’s packaging may stand out like a beacon of comfortable familiarity or alienate a potential buyer for any of myriad aesthetic and emotional (sometimes even irrational) reasons.

Flashback/Flashforward

Trends in candy packaging can move slowly. While new brands must start from scratch to create a strong brand identity, tried-and-true classics do their best to stick to what works. For a few brands, everything about their wrappers—from colors to fonts and even packaging materials—has remained virtually unchanged since they hit the market decades ago.

“Back in the ’30s, candy bars were typically foiled and then covered with paper wrappers made from ‘glassine,’ a smooth paper that was air and water resistant,” explains Beth Kimmerle, expert candy historian and author of four books documenting the history of America’s confectionery industry. Now, “[v]ery few bars use two-part foil/paper wrappers; most use plastic or film. Junior Mints, Dots, Hot Tamales, and Mike and Ike—those candies in paper boxes—are some brands that are probably packaged much like they were when they were launched.”

So, if overall look and materials remain similar, what elements of wrappers and packaging have changed as of late? Look and utility are front-of-mind for packaging designers, as well as public mood. Even some of the most iconic candies have received recent face lifts to modernize their look.

Luxe Look for Less

Many big-box retailers have increased their affordable luxury quotient in recent years, opening up an all-new “bargain luxe” demographic. For example, Target regularly pairs with high-end fashion designers such as Alexander McQueen and Anna Sui.

How does haute couture tie in with candy trends? The same label-conscious, fashion-savvy customers that delight in designer duds in the women’s section also bring this newly luxe-focused eye to their candy purchases just a few aisles over. Color-blocked packaging, upscale fonts, and posh touches (such as a grosgrain ribbon) might be utilized to communicate the message.

Interestingly, this trend has also gathered steam with the economic downturn; consumers on a budget have turned to lower-priced options that still look as elegant as their more elite counterparts.

Flipping for Flip-Top

Another notable trend is in shifting functionality for packaging, as Beth Kimmerle explains: “The trend toward flip-top tubs for gum is brilliant because it takes that item out of a pocket or purse and onto a desk, shelf, or in the pantry, thereby repositioning the use of the product through packaging.”

Kimmerle also notes that Pez dispensers were originally designed to be flipped with the thumb to mimic popular Bic lighters. Pez peppermint candy was initially launched to appeal to smokers.

Callard & Bowser utilized a metal flip-top tin when it debuted Altoids gum. Many checkout counter favorites (such as Wrigley’s Doublemint, Juicy Fruit, and Big Red brands) have adopted a sleek, flat paper flip-top “Slim Pack” design. Ferrero’s Tic Tacs have always had an interesting flip top, but its Tic Tac Chill brand has double access—a sliding door opening on the front of the package in addition to a flip top.

Modern Makeover

With branding so key in this market, are there any recent shifts in the familiar facade of time-honored favorites? Absolutely. But extreme care must be exercised in such an endeavor—over-thinking a brand revamp can cause loyal customers to revolt.

“Consumers care deeply about the brands they know and love,” says Miller. “If you change too much, you can get a backlash (think Tropicana and Pepsi). But on the other hand,” she continues, “you need to stay fresh and relevant or risk losing market share. You need to innovate, yet stay true to your brand.”

“A few years ago, Reese’s updated its look, as well as Hershey’s,” Miller points out. “They also switched to FF/S (form-fill-seal) packaging, and away from foil overwraps.” Were the makeovers a success, in Miller’s opinion? “It was a good time to refresh the brand, but most of the equity was retained,” she decides. “Most classic brands know it’s best to keep their core brand equity intact. A skilled branding/packaging agency will know how to ‘wake up’ a dated-looking brand without cutting into the core brand identity. Consumers need to recognize their familiar brands when they see them.”

According to Greg Feinberg, president of Aisle 9, a full-service branding and packaging company based in Los Angeles, when determining a brand and packaging strategy, there are two avenues for success. “The first is to re-create the nostalgic feeling of the past and of simple, old-school pleasures. Packaging must reflect comfort, familiarity and value. The other opportunity is to build brands that offer a small indulgence. For these products, packaging must reflect quality, decadence, and tranquility.”

In either situation, Feinberg says the brand must offer value. “Whether through price, quality, or the experiential sensation the product creates.”

Buyers Guide

Retail candy buyers potentially have a more active part to play in shaping candy bar and confectionary packaging trends. Miller says that the discerning eye of the buyer can influence companies to change their packaging for the better—if the buyer will only speak up.

“Retailers who realize the value of well-designed and effective packaging should voice their opinions to products companies that want them to carry their brand (but may have sub-par packaging),” Miller insists. “Candy brands need to hear from store buyers that they do indeed care about the details and appearance of their product packaging. Working together, it’s a win-win situation.”

Before and After

Darlene Lacey, founder of CandyWrapperMuseum.com has been an avid candy wrapper collector since she was a teen growing up in California in the 1970s. Wrappers from her “Golden Oldies” collection compared to modern-day versions illustrate both significant design deviation and slight tweaks (such as a manufacturer’s name), proving that sometimes what’s old is new again—even when a brand changes hands.

Five Packaging Trends to Watch in 2010.