Hershey’s products are iconic. So when Nuggets started to slip in sales, the challenge of realigning brand purpose, visual identity and shelf presence was underscored by resurrecting a pillar of the portfolio.
Early research showed that the audience, wealthy men in their 50’s, were almost exclusively Nuggets primary purchasers. The desire to expand the audience sector, revise the dated design and enhance the flavor impression drove explorations around the entire brand from typography to photo styling.
The previous pack lacked nuance, personality and presence. From the photo styling to showcasing flavor, the entire impression was missing major opportunities to communicate the richness, inclusions and experience of unwrapping a Nugget. The pack was literally put on ice.
Driven by conceptual storytelling and uniqueness in the category, four pack designs went to testing punctuated by highlighting the unique flavors and inclusions, wrappers and shape of the product.
Shelf presence was a major consideration for the Hershey’s portfolio as well in contrast to the competitive set. Ultimately, research, comments and opportunities led to a pack design that commanded attention and showcased modern brand appeal.
With a clean, modern wordmark and increased appetite appeal the pack looks unique. Shelf-blocking and clearer flavor navigation increased standout in the aisle. All important shifts in their own right but perhaps the most unique element is the new, patterned wrapper that makes each piece feel more like unwrapping a present. Overall, the new Nuggets brand clearly communicates the sophisticated, decadent impression that revived an icon and expanded the Nuggets audience.