The Challenge
Poppets chocolates were launched by Paynes in 1937 and have been produced in Leicester since Fox’s Confectionery bought the company in the 1970s. Poppets sit within the straightlines confectionery category, identical products packed in bags or boxes, and which compete on store shelves with small moulded bars and assortments, a category which has a current value of £480million (Euro 706million). However, recently the Poppets brand had been struggling, a pack redesign in 2004 had had little effect, sales were in freefall and distribution was at an all time low.
The Brief
Vibrandt was commissioned to bring the brand back to healthy growth. The consultancy inherited a largely typographical pack which focused on the brand essence ‘The Ballsy Chocolate’ and had minimal Poppets branding. The brief called for Vibrandt to redefine the brand’s personality and give lapsed users and potential new consumers a reason for purchase.
The Design
Consumer research revealed a latent nostalgic affection for the brand. It became clear that buying Poppets was not an experience primarily to do with chocolate, but a ‘mindless munch’ with an endearing and fun ritual. Accordingly the new brand essence, ‘Forever Fun’, taps into the child inside every consumer, regaining the innocent delight that the brand once had. The ‘Paynes’ umbrella branding has been reintroduced for the first time in 10 years.
The packaging of each of the four flavours carries four different retro images – from VW Campers to Rubik’s cubes, focusing attention on the brand’s timeless qualities, and each icon is accompanied by an evocative anecdote.
The Results
Poppets re-launched in February 2006 after a design investment of £70,000 (Euro103,000). Sales are up 10.9% year on year and the brand has enjoyed a steady increase in market distribution, with a growth of 34%. Among the major multiples it has seen growth in distribution from 19% in 2005 to 68% in 2007. Since the launch of the new pack designs, Poppets’ market value has grown from £358,840 (Euro 527,910) to £427,882 (Euro 629,482). Poppets now has a 1.4% market share of the straightlines category and a brand in terms of retail selling price valued at £6,520,555 (Euro 9,593,000).
