Rebranding

What is Fruit Stripe Gum?Fruit Stripe Gum is an artificially and naturally flavored chewing gum well known for it’s strong but short lasting flavor. It is the only gum with painted-on colorful stripes. The wrappers contain Yipes (the zebra mascot) “in action” temporary tattoos. Each package contains 5 different flavors.

History➔ 1960 - Fruit Stripes was made by

James Parker as an extension of Beech-Nut gum line

➔ 1970 - a short lived chocolate version was created called Chocolate Stripe

➔ 1981 - Nabisco acquired Beech Nut

History➔ 1996

Fruit Stripes gave 5 cents of their sales to the World Wildlife Fund that totaled up to $100,000 for the preservation of endangered animals and their habitats

➔ 1999 Hershey’s picked up Nabisco

➔ 2003 Farley’s & Sathers bought Fruit Stripes from Hershey’s along with other candy brands

➔ 2012 Farley’s & Sathers merged with the Ferrara Pan now forming Ferrara Candy Company

ResearchChildren born in the 90s grew up with Fruit Stripe Gum and enjoyed it even though the flavor was very short lived. Everything about the brand remained mostly the same during it’s lifespan.

In our campaign, we reach out to the same target audience: children of the 90s. Nowadays many of those 90s kids are going to gym, so we decided to go for an athletic campaign, which would feature Ronda Rousey as its spokesperson. Our new tagline, “That was quick,” makes the short lived flavor a positive aspect that Ronda’s quick ability to win fights can be used to help reinforce.

We also look to highlight the fact that Fruit Stripe is the only gum that offers 5 flavors in one pack.

Circulate#thatwasquickon social media

Resign the package but keep the wrapper design, tattoo designs and the colorful gum stick design for a nostalgic feel.

Package RedesignSame color scheme but more modern and minimalistic