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Chewits brand refresh and packaging handled by Tayburn

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By The Drum Team, Editorial

August 25, 2009 | 2 min read

Children’s confectionary brand Chewits has rolled out new packaging, designed by Tayburn’s Manchester office.

The agency won the brief earlier this year to overhaul the brand as well as character Chewie the Chewitsaurus.

New stick packs, multi packs and Chewits Xtreme packaging have now rolled out and will be supported by POS and sponsorship materials, while the website have also been updated.

The first to be relaunched was Ice Cream flavour which has returned to the market following an online petition. Other varieties include strawberry, blackcurrant, fruit salad, lemon, lime and orange as well as extremely sour apple and tutti frutti.

Joy McCallum, account director at Tayburn Manchester, commented: “The Chewits brand is an institution in the confectionery world and Chewie is intrinsically linked to it. He’s been peering over the sweet shelves since 1965, so it was a tall order to recreate one of the sectors biggest characters. So we’ve brought him bang up to date with a bit more ‘atti-chewed’ and he is now very much in tune with today’s target audience to ensure he can communicate positively with children and parents.”

Tim Boote, UK marketing manager of Leaf, added: “We’re really pleased with the new packaging, it connects well with the target audience and has much more presence on the shelf which is key in such a competitive market. The job of bringing Chewie into the 21st century has been executed brilliantly, he has a lot more appeal and from a marketing perspective, he can cross all media making him extremely versatile and the perfect vehicle to communicate an active lifestyle message.”

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