Different thinking.
Lost in the bag.
Variety was packed with some of Swizzels' most iconic sweets, but the range wasn't doing them justice. The three bags were difficult to navigate, the names didn't explain what was inside and the Swizzels brand lacked prominence.
With sales declining and rate of sale putting listings under pressure, the job was bigger than a packaging refresh. The whole proposition needed rethinking.
I rebuilt the proposition.
I went back to consumers to understand what they really wanted in each mix, keeping the brands people loved and removing products that were becoming less relevant.
The range was redesigned around clear Sweets, Lollies and Chews propositions, with stronger Swizzels branding, better visibility of what was inside and a much more exciting personality.
I also made the entire range vegan, opening it up to more consumers, while working closely with retailers to keep the bags accessible and commercially viable as ingredient and sugar costs continued to rise.
Then came the job of giving people more reasons to buy. Social, CGI, retail activation, on pack offers, partnerships and consumer campaigns continually brought the range back into people's lives.
From parties and festivals to holidays, car journeys, Halloween and sharing, the communications built occasions around the simple truth at the heart of Variety: with so many favourites in one bag, there really was something for everyone.
The result was a declining portfolio returned to growth, stronger rate of sale and retail listings protected.