What is great about this article is it can be used as a case history detailing a complex packaging challenge, featuring multiple brands, seasonal twists, etc.
Here are the elements of the campaign; “For its efforts with Hershey,
Vertis concentrated on ideation, conceptual graphics through branding,
icon development, illustration, display and advertising.” The confectionary market adds its own twist--holiday brand extension. “From ideation for new-to-market products to holiday-targeted packaging
for established products, Vertis' solutions for each Hershey product
advanced brand recognition and created the desired effect with the
consumer at the points of influence and purchase.”
Quincy Allen, chief executive officer of Vertis Communications is
quoted in the story, and sums up the complexity of today’s design
"Marketers are challenged as never before to convey their message and promote their brand in an era of fragmented audiences, global competition and tight budgets, and we are proud that our packaging solutions not only helped Hershey address its specific product sales needs but also made an impression on the greater design and packaging industry."
Fragmented audience, global competition and tight budgets. If that doesn’t say it all…
See the results and judge for yourself!
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