Bigger & Better: A bite of fun from season to season.
Russell Stover’s seasonal treats had outdated packaging that didn’t match the quality of their updated products. To improve sales, we refreshed the packaging to highlight the delicious fillings and celebrate the new shapes and sizes of the treats. The new, cohesive design now modernizes the brand’s image, giving customers even more reason to enjoy their sweet tradition.
The Results
Increased market share across all seasons.
Valentine seasonal singles grew 2.9% in share and saw an increase of 21.4% in sales (2023).
Optimized design identity for a prominent brand block on shelf.
Russell Stover is the #2 brand for Valentine seasonal singles, just behind Reese’s, and was responsible for 65% of Walgreens seasonal singles business (2023).
More shoppable flavor system that is universal across all seasons.
Easter seasonal singles beat out competitor brands, like Reese’s and Cadbury, for the highest purchase rate (3.8 units per buyer) and most trips (1.6 trips per buyer) made by consumers (2023).
THE BRIEF
A Redesign to Excite Consumers & Drive Share
Russell Stover wanted to refresh their seasonal singles with a cohesive design that showcased their diverse flavors and aligned with the brand’s identity. The goal was to create playful, seasonal packaging that evoked joy and encouraged social media sharing.
It was important the designs celebrated the uniqueness of each season and seamlessly transitioned to the next, in order to boost market awareness and keep customers engaged year-round.
WHAT WE DID
The Process
Brand Strategy
Unlike competitors, Russell Stover offers a variety of delicious fillings and many consumers were unaware. We not only improved flavor navigation in store, but also drastically improve appetite appeal. When a customer picks up a wrapper, they now see the enticing treat before even opening it.
Package Design
The wrapper designs were modernized with a vibrant color palette and iconic illustrations for the seasons. The copper seals unify the wrappers and reference the brand identity. Color and candy photography were used on the wrapper and display tray to drive consistency, differentiate between flavors, and showcase the filling inside.
Consumer Testing
Qualitative testing was done prior to the concept phase to inform design objectives, such as modernizing and increasing appetite appeal. Quantitative testing was utilized throughout the design refinement phase to learn on consumers in-store preferences and purchase intent.
