Page 8: Pack design and brand namee
A key element of any new product launch is the development of a strong pack design and brand name. The design brief for Fuse had two clear requirements:
- To communicate the dynamic and slightly wacky 'personality' of the new product and create interest at point-of-purchase (i.e. in store).
- To bring the brand name to life by communicating the fusion of Cadbury's chocolate with the snacking ingredients.
Packaging enables a manufacturer to convey both the tangible and intangible attributes of a product. The packaging for Cadbury's new product sought to position it as a unique, exciting and delicious chocolate snack which would stand out from its competitors. It was important to emphasise the qualities and appeal of Fuse whilst at the same time reinforcing that it was a Cadbury brand.
The packaging achieved impact by using bright, fiery colours for the product name and contrasting them against the deep and instantly recognisable 'Cadbury purple' which communicated the manufacturer's heritage. The colours were also used in a gun powder style to suggest an explosive taste. The vibrancy of the design aimed to differentiate it from other products in the sector so that it would have an immediate point-of-sale impact both on-shelf and in store display units.
Three different packaging formats were developed in order to maximise the various multi-purchase opportunities available. The key pack size was the single bar, designed to entice trial and to encourage repeat purchase. The 'treat size' and the multi-packs were aimed at families.
Like packaging, brand names play a critical role in the success of a product, by helping to create a product's 'personality'. The new product aimed to have broad appeal to 16-34 year olds, although it was primarily targeted at 16-24 year olds.
The name Fuse was chosen to communicate the fusion of snacking ingredients. The logo was bright and fiery with a mock fuse - alight in several places - which aimed to give the new bar the quirky and humorous style which Cadbury sought to appeal to this younger target market.