New Dentyne packs a punch

The packaging revamp was just one element of a complete brand makeover, which included the launch of a new brand positioning, two new flavours and the release of a new branding and communications campaign.

“The oral care sector is a largely untapped category of the chewing gum market in South Africa, and is primed for exponential growth given the increased focus on health and wellbeing. Berge Farrell was selected for this project as a direct result of the company's commitment to creating packaging design that works as hard as every other element of the marketing mix,” explains Cadbury South Africa group marketing director Geoff Whyte.

Berge Farrell has been instrumental in the creation of a variety packaging updates for a selection of Cadbury brands of late, including Chappies, Tempo and Lunch Bar.

A crucial part of the revamp involved the creation of a consistent look and feel across the Dentyne brand. Equally important, however, was the need for the brand's packaging to convey its positioning as the number one chewing gum brand in the oral care category - and so help entrench and grow the brand in this space.

Explains Berge Farrell MD Andrew Nel: “The growth of the brand depends on consumer buy-in to the brand proposition. And consumer buy-in depends, to a large degree, on trust. Consumers trust brands that say the same thing, every time they encounter it, at every space in which they encounter it. We help create that trust not only through a variety of consistent non-verbal cues on the packaging itself, but also by ensuring that the packaging ties in seamlessly across the brand, and also with the communication of the brand proposition at every other level.”

The new Dentyne packs, which were launched on shelf in July this year, place greater emphasis on the brand's oral care credentials, reinforcing its positioning as the gum that cares for your teeth. It gives prominent placement to all oral care messaging, such as the “Good for Teeth” arch, the Xylitol marker, the South African Dental Association endorsement and the tooth friendly logo. It also incorporates a ‘sunburst effect', which adds a strong impression of sparkling freshness.

Adds Berge Farrell director Richard Seegers: “It might sound clinical, but the end result has retained the freshness and youth of the Dentyne brand, simultaneously communicating the practical oral care benefits of the brand and the emotional benefits of ‘loving your smile'.”

Initial research indicated that 91% of consumers would definitely or probably purchase the new Dentyne pack - including a significant portion of current non-users.

These are the most successful research results that Cadbury South Africa has experienced in the field of packaging, to date.

“This kind of research proves the importance of every element of the brand - from the product itself, to the pack in which it is presented. It's this attention to detail that we hope will ensure Dentyne's continued leadership in the category,” says Whyte.

“At Berge Farrell, we're committed to results. We believe that packaging plays a crucial role in the marketing mix, and we pride ourselves on our ability to make that role a starring one,” concludes Nel.