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Article | April 30, 2003
Reese's rolls out new look
In March, Hershey Foods reintroduced its Reese’s Peanut Butter Cups and Reese’s Pieces candies in its first new trade dress in more than 30 years.
The changes encompass virtually all stockkeeping units of the two brands including single servings king-size and value packs as well as packaging for club stores concessions and fundraising.
"We would never change the Reese’s orange background because that’s key and most everybody associates the color with Reese’s" says Judy Hogarth a spokesperson for the Hershey PA candy giant. "But this is a fresh new updated look. We did consumer focus group testing and consumers reacted positively to the distinctive design and more contemporary appearance."
The new swirling textural element is the most recognizable graphics change along with bolder lettering which is particularly evident with the Reese’s Pieces wrapper. "The swirls in the orange background help communicate the creamy peanut butter" adds Hogarth.
To create the new "brand expression" Hershey’s partnered with design consultancy Libby Perszyk Kathman (Cincinnati OH). Printpack (Atlanta GA) prints wrappers for the two-cup packages. Four-color flexo printing is used for the two-pack of cups. Its film structure includes 60-ga biaxially oriented polypropylene/ink/adhesive/1.22-mil cavitated BOPP. For Reese’s Pieces Printpack prints the wrappers gravure in seven colors. Its structure is 79-ga coextruded BOPP/ink/adhesive/79-ga coex BOPP.
"This revitalized brand identity keeps us relevant in a climate of changing consumer expectations" says Andy England director of marketing for the Reese’s franchise. "It is critical that we continue to build equity in every expression of the Reese’s brand."—JB
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