Candy Branding – Comprehensive Review
Candy branding is a sphere that needs to be studied thoroughly before delving into the depth of it. In our summary we gave the answers to the most crucial questions related to treats differentiation with a wide number of examples for you to see how it works in practice as well as find new ways for your brand development.
Exploring fundamentals of sweets branding, we emphasised the basic components requiring careful consideration, analysed the role of sentiments about the past in the industry and especially concentrated on seasonal initiatives so you could implement them in your own strategies.
Find out everything about branded candies in order to know what’s needed to attract more attention to your sweet snacks and set a workable strategy into the motion that will secure long lasting profit and well-pleased customers.
Core components of a successful candy branding
Formation of a complete brand image necessitates requesting a few branding services combination of which results in achieving a unified picture that appeals to people. Find out the most important ones from our overview:
To begin with, before any actions are taken, it’s crucial to come up with a distinctive strategy with the intention of unveiling the potential customers and existing competitors. Having obtained market insights, you’ll have more chances to successfully launch a new line of products or a company brand.
When the target audience, its fancies and expectations are known, innovative managers proceed to the creative part of carrying out brand individualisation, taking care of naming. Depending on the brand purposes, values, missions, there are many variations of choosing a proper title, from specifically formulated phrases to embodying the main sense of the brand.
Storytelling is one of the most significant parts of branding for candies since settling an easily recognised image in the minds of adults and children requires a well thought out story that will set the brand apart and facilitate forming the right perception about the offerings. It’s enough to explore a few random confectionery firms and in most cases you’ll see that the brands evolve around certain ideas, characters or even plots that raise a bar notably.
Examples to evaluate – M&M’s, Milka and Oreo.
Aside from the verbal part of a brand, the question of great importance is crafting suitable designs. It incorporates painting a fascinating and simple to recall logo that corresponds to your brand personality and additional visual components that are used in marketing, merchandising as instruments of spreading awareness as a bunch of sweet brands in the UK do.
If you want your products to stand out on the shelves in shops, then it’s important not to overlook packaging differentiation. There are a few required steps that should be executed to assure that your wrapping is impeccable – picking up shapes and material of the boxes so they will be eye-catching and practical in use, apply designs that will satisfy your target audience and add short text to explain to customers the exclusivity of your products.
Last but not least, the element that means a lot nowadays and is expected to only advance in its influence is experiential. Whether you sell sugar-free bars or chewy bites, the taste isn’t one aspect that customers pay attention to while choosing their favourite sweet indulgences. It might include scaled events, pop-ups or something affordable as a limited edition or employing the feeling of nostalgia that we’ll discuss in detail in the next passage of our brief.
The role of nostalgia in sweets branding
Any component of a brand – from taste to packaging design or storytelling is able to trigger some emotions and influence selling and long lasting loyalty. Let’s tap into the meaning of feeling nostalgia in the relation to techniques brands can implement that we review in our synopsis:
| Impact on emotions | |
| Being aware of their consumers’ long lasting preferences, brands strengthen their product identities with classic flavours or elements of wrappings that were original in order to cause certain feelings. The authority of the past in the matter of candies branding is a strong power of childish memories, sense of protection, recalling the most peaceful and valuable moments that can be experienced again by eating sweets. | |
| Waking inner child: In order to win the hearts of older generations, Rowntree released their Fruit Gums in its classic design. | Continuing on curiosity and anticipation: Seeing how well accepted were their 90-th Hippo Family figures, Kinder added the collections with new series based on the characters that enhanced the brand attractiveness. |
| Influence on packaging | |
| Employing this sense of cherishing past events, producers stick to some formats of packaging even when current trends dictate others, and remain changeless classics. Usually, it’s related to special releases of some of their offerings or launching new ones in materials or designs that from the first sight return people back in time. | |
| Recalling start: For a while, people in the UK had the chance to witness with their own eyes classic packaging of Snickers that initially was adapted to the market and had slightly different branding for candy that lied in small design changes and a distinctive name – Marathon Bar. | Anniversary surprise: To mark their 200th year of the company foundation, Cadbury gave their consumers the opportunity to buy their Dairy Milk in authentic packaging, drawing their attention to past tendencies. |
| New issuing of classic products | |
| The most beneficial for customers in the large influence of the feeling of nostalgia on the market is the appearance of their favourite bonbons and gummies that hadn’t been available for years. Warm recollection ensures good acceptance of additional products that quite fast obtains its own niche. | |
| With the complete focus on: Iconic Candy buy licence that gives them right to relaunch some popular products that haven’t been for sale for long. They have already returned Creme Savers and Bubble Jug. | Come back of Aero: Amongst presented sweets brands in the UK, Aero Strawberry was especially favoured and its fans were disappointed when the snack disappeared. After some period of time it was rereleased and now people can buy it from Asda. |
| Emphasising rich heritage | |
| Regarding designs, storytelling, promotional materials, fond memories of buyers make producers stress their products’ heritage and highlight the connection of generations. Also look at how aesthetics of the 90’s captured Gen Z minds. | |
| Out of the arc format: KitKat that belongs to Nestle for a very long time has been cultivating a specific image with a strong storytelling that highlights distinctiveness of both bars of chocolate snack in the setting of old-fashioned factories that gives customers the understanding of the timeless value of sweets. | Heritage link: Gummy bears Haribo are presented in the way that underlines the longevity of brand existence, drawing people’s attention to the fact that the treats are liked by children and grown ups, with the taste familiar for kids and their parents. |
Why are seasonal strategies crucial for branded sweets?
Special events are great opportunities for companies to be seen by buyers looking for something new. Adjusting their goodies to holidays, they get perks like boost of loyalty due to providing something exceptional, growth of recognition and revenue due to the choice of plenty of people who are looking for exquisite foods and those brands that overlook celebrations, risk to be overshined during this period.
Let’s immerse in it deeper and assess some brands we selected for our outline that every year return their iconic eventual products on shelves and what it means for customers and brands:
Waiting for Christmas with Lindt
What can probably be better than opening a box of delicious Swiss chocolates at Christmas? Lindt produces a series of branded candies that are offered to buyers during holidays. From boxed confectionery Lindor that are available throughout the entire year, but still remain a favourite winter sweet for a lot of people to limited edition like Bear Bites and Santas that secure festive mood appearance.
The colours and fonts used in designs remind about miracles and warm childish memories. To secure positive memories, Lindt offers advent calendars with their products inside. Apart from selling winter special sugar snacks, the manufacturer has something special for spring and autumn as well.
Sharing love with Hotel Chocolat
There’s nothing that Hotel Chocolat can’t provide people with in the matter of candies. The wide range of goodies for Christmas – propositions for him, her, those who like alcohol, vegans and cacao drinkers. Among all UK sweet brands it’s a true touch of luxury. Leaving out the taste, the most fascinating about their seasonal products is packaging that is an example of elegance and creative branding, especially The Grand Wreath box.
Yet, we can’t help but mention amazing treats for St. Valentine’s Day. Heart-shaped boxes with a variety of confections – a present that will be memorable and desirable on its own. In the list of their offerings you can also see experience events that are performed on 14th of February. These special details raise the brand above a chocolate seller, since they provide not only goods but also memories and evoke emotions.
Meeting spring with Cadbury
Having operated in the market for 200 years, this well-known British supplier that is a distinctive example of branding for sweets perfectly understands the ropes of the industry and is ready for every seasonal event to bring people together in joy. Their Dairy Milk Buttons and, of course, roses are great gifts that are sold in appealing packaging, designed to be not just a food, but a special and awaited moment.
Mentioning Easter oriented items available, their chocolates, mini eggs are the most distinguished and well-presented. The exclusivity of these holiday editions in flavours that are released only is spring and are supplied with thematic toys, being an easy and accessible way to establish a hearty atmosphere and situate cherished memories in children’s and adults’ minds.
Celebrating Halloween with Swizzels
Without Swizzles’ lollies Halloween wouldn’t be the same. In Great Britain their specialised candies became a part of celebrations in the middle of Autumn that make a difference and, what is important for a brand itself, since their unique designs differentiate their products through this special period and guarantee memorising the brand for the future.
This candy brand provides a large variety of vegan propositions of different forms and tastes to their customers. The company actively collaborates with others, selling ice refreshers in summer or even fragrances for cars, spreading awareness about them through diverse channels. Embodying the brand’s bold and bright personality, their winter sweet treats’ main characters are mischievous elves that helped consumers perceive the brand in a certain way.
Conclusion
While the main points are explained in our summary, there is still a list of concerns you need to investigate, such as conditions of cooperation, pricing information and so on. However, for summing up, we are able to provide you a bit more assistance with the base that is usually decisive – project budget calculation.
If you are interested in logo design or you would like to count packaging costs, we can offer you our calculator. Make the initial move to your dessert bites perfection and pave the way to the best-loved brand!
