Wrigley launched a new product called 5 Gum and The Die Line posted some pictures of the packaging, which is very cool except for one thing. The target audience for Wrigley’s 5 Gum is teenagers.
What do you think? Does this packaging evoke a brand image for teenagers? I say no.
This packaging doesn’t look even remotely targeted to teens in my opinion. The black box and graphics seem as if they would appeal to a much older audience. Don’t get me wrong, I think the graphics are great, and I’m sure the packaging stands out on the store shelf, but does it stand out to the right audience?
I guess only time will tell if teenagers start carrying 5 Gum around with them. What do you think? Did Wrigley miss the mark with this package? Actually, I think they’ll have success in catching consumers’ awareness and getting them to try this gum even if the people who try it skew older than teens. It might just catch on for an older market if it tastes better than Wrigley’s other gums that lose their flavor instantaneously and have a tendency to disintigrate in your mouth within 5 minutes of chewing.