Why CHoward’s Chose Stand Up Pouches for Candy ?

Brand building is all about creating a cohesive, recognizable image that gets noticed and stands the test of time.

When companies are successful at marketing a good or service, customer loyalty and recognition thrive. But staying relevant through the decades requires constant, careful improvements that keep products aligned with the changing desires and lifestyle’s of the modern consumer. One significant way companies can remain at the forefront of innovation – while staying true to their classic branding and image – is through a packaging redesign.

While some companies get inspired and excited by the notion of launching new products, if they don’t fill a need in the marketplace, all that hard work and time spent developing the concept will be wasted. Rethinking the way an already successful, existing product is presented and marketed to its target audience can help establish brands as future-forward, respectful of their customers’ unique needs, and clever enough to think outside of the box while maintaining their signature branding.

One company that has successfully overhauled its packaging for the modern age is CHoward’s, well-known for its violet-flavored mint candy. “Mad Men” fans may recall protagonist/anti-hero Don Draper’s affinity for the brand and its products, as he gave his sweet seal of approval in an early episode of the series.

CHoward’s Violet Mints, introduced in the 1930s by New York City’s own Charles Howard, was already considered unique for its vibrant purple hue and unique refreshing flavor. Its packaging mirrored the color of the product, but as decades passed and consumer needs changed, the company sought out a new solution for the way its product was packaged and marketed.

CHoward’s recently underwent a brand refresh, packaging its round, violet mints in stand up pouches for candy. This resealable flexible retail packaging helps communicate the evolution and modernization of the company while staying true to its classic branding and product Americans know and love.

Though CHoward’s may have relied on a smooth-talking ad man like Don Draper to advertise its product evolution back in the 1960s, today we know retail packaging acts as the perfect billboard to communicate something new without losing loyal customers. The classic, iconic brand switched from small, paper packaging to stand up pouches for candy because they are easily transportable, stand up and catch shoppers’ attention on shelves, and they show off bold, vibrant colors, which allows CHoward’s to stay loyal to its signature violet branding while updating its product for today’s savvy, on-the-go consumer.