Refresher with a Twist
In the grocery store this weekend, I was walking through the snack aisle when a package caught my eye. I didn’t recognize the brand at first glance, so I decided to take a closer look. When I got up close, I couldn’t believe it! It was SnackWell’s!
I must admit I have never tried/bought any SnackWell’s products but I do remember the commercials from a long time ago. To tell you the truth I didn’t know that they were still made! I was used to seeing the heavy green box with white lettering and food image. So when I say this almost lime greenish box, it definitely caught my eye, not to mention I thought it was a store brand before I was close enough to see the name.
So as previous posts have discussed, is that a good for bad thing?
For the purposes of their campaign message, I would say that it is a good thing.
Like I said it caught my eye, as did the new flavors. Also when I saw that it was SnackWell’s I knew that it would be a brand that I could trust.
The green eh–maybe not my number one choice however from a brand perspective–the green is a form of the SnackWell’s brand color as well as exudes a healthy option. The font treatment gives a feminine feel and the other illustrations make the box stand out. The color choices for each line extension are bold and look like they could be an animal print of sorts–which in my opinion further drives the “be bad, snack well” attitude.
So in seeing these new products and having never heard anything about them, I decided to do a little research online.
The re-invented SnackWell’s is brand-wide transformation of both the look and overall attitude. “Through our research, we found women’s attitudes and preferences toward portion control have evolved in recent years,” said Steve Siegal, Senior Brand Manager, SnackWell’s. “Today’s women want ‘calorie control,’ but they also want snacks that can satisfy their sweet tooth with rich flavor experiences and a variety of portion sizes. And that’s why we turned to SnackWell’s, one of the original better-for-you snack brands, to bring women these new snacking choices.” To find out more visit: PR NewswireThe campaign’s key message is, “You can be ‘bad’ all you want in the things you do – because now there’s a way to be ‘good’ when it comes to sweets”. Click here to learn more about the change.
So, the idea is for women who want to keep their health in mind but not sacrifice taste–which I think is pretty reasonable.