Taking it slow
Challenge
For over 100 years, Peppy the polar bear has been the icon for Fox’s Glacier Mints.
During that time, Fox’s has grown to become a quintessential British classic, with memorable design and advertising reinvigorating the brand generation after generation.
In recent decades however, the challenges have been increasing – A shrinking boiled sweet category, an ageing consumer base, retailers ever less sentimental and design that feels far more serious than joyful.
How do you refresh a brand that has lost its way – appealing to a younger audience without alienating the existing buyers?
Solution
For over 100 years, Peppy the polar bear has been the icon for Fox’s Glacier Mints.
During that time, Fox’s has grown to become a quintessential British classic, with memorable design and advertising reinvigorating the brand generation after generation.
In recent decades however, the challenges have been increasing – A shrinking boiled sweet category, an ageing consumer base, retailers ever less sentimental and design that feels far more serious than joyful.
How do you refresh a brand that has lost its way – appealing to a younger audience without alienating the existing buyers?
Skillset
Strategy
Identity
Brand Design
Packaging
Impact
Sales
+5.8%
Mint flavoured confectionery category in growth by 5.8%
Visibility
+91%
Redesign achieved 91% brand recognition
Environmental
10%
Packaging redesign reduced plastic by 10%
Growth
19.4%
Valeo UK sales up nearly 19.4% – with Fox’s Glacier a key contributor
Recognition
Partners
Client: Valeo Confectionery
Strategy: Silas Amos
Typography: Alec Tear
Project Management: Shiran Shaya
Press
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