wine-gums.jpg

Eye-catching packaging to kickstart a new line of sweets from Nørregade

To coincide with the launch of its new series of wine gums and liquorice sweets under the Nørregade brand, DS Smith has developed robust and eye-catching tray packaging in order to increase its sales to young people.

The challenge

In recent years, the Nørregade brand has faced some challenges in terms of targeting the younger section of its consumer population. This is why Spangsberg Chokolade A/S, which owns the Nørregade brand, decided to launch a series of wine gums and liquorice sweets with a new image that would appeal to young people. 

As part of the launch campaign, Spangsberg and its advertising agency focused strongly on in-store product promotion. They would like to bring the campaign close to the shopper and steal some of young people's attention. Another requirement was that the container tray in which the sweets are packed must be sturdy and without any indentations or other signs of damage in the shops.
 


Our approach

DS Smith, Spangsberg, and their advertising agency have worked together to produce a robust tray that is both eye-catching and has lots of nice touches. Even the materials that go into the tray were developed using extra strong 2mm and 3 mm corrugated board in order to ensure that the trays and products are not damaged during transportation or in-store handling. The design solution, which needs to communicate innovation, youth and freshness, draws on the graphic elements of the campaigns shown on TV, internet and other media – three funny characters flexo-printed onto the sides of the tray and coated with partial lacquer varnish for extra attention.
 

Result

  • Eye-catching tray packaging that stands out from existing solutions in shops and grabs shoppers' attention
  • Extending the launch campaign to ensure recognition and consistency
  • Packaging that stands out while being held in stock, so that shop staff can easily identify the products and get them out into the shop
  • Robust, extra-strength trays made from 2mm and 3mm corrugated board that can withstand transportation and in-store handling 
What do the sweet-makers make of it?

Our partnership with DS Smith is fantastic. DS Smith brings you the things you wouldn't dream possible and we've got a really nice packaging solution, which we have high hopes for.

— Michael Spangsberg, Manufacturer, Spangsberg Chocolate A/S