How General Mills Revolutionized Its Fruit Snack Brands to Stay Ahead of the Game
In a world where disruptors are constantly challenging established brands, General Mills took a proactive approach to ensure its fruit snack brands remained at the forefront of the market. By refreshing their iconic products, General Mills aimed to connect with the next generation of consumers while fending off disruptors. In this article, we will explore how General Mills revamped its fruit snack brands, Gushers, Fruit by the Foot, and Fruit Roll-Ups, to not only maintain their popularity but also resonate with new age sets.
The Need for Change
General Mills recognized the importance of staying relevant in a rapidly evolving market. While their fruit snack brands were still popular, the company understood that the landscape was changing, and they needed to adapt to meet the preferences of the upcoming generation.
Gushers: Appealing to Young Adults
Gushers, known for their burst of fruit juice when bitten into, sought to connect with young adults who grew up with the snack. General Mills aimed to position Gushers as a contender in the competitive candy category while maintaining its appeal to its loyal consumer base. The brand underwent a substantial makeover, including a new logo and a more edgy design that resonates with nostalgic ’90s vibes.
Fruit by the Foot: A Chill Experience for Teenagers
Recognizing the stress and pressure faced by today’s teenagers, General Mills pivoted Fruit by the Foot to offer a more “chill” experience. The brand shifted its positioning to help teenagers unwind and find moments of relaxation amidst their busy lives. By acknowledging the challenges of adolescence, such as after-school activities and social media pressure, Fruit by the Foot aimed to provide a soothing and enjoyable treat.
Fruit Roll-Ups: Encouraging Self-Expression in Kids
For Fruit Roll-Ups, General Mills focused on promoting the brand as a canvas for play and self-expression among young children. By emphasizing creativity and imagination, General Mills aimed to strengthen the brand’s appeal to kids and their parents. While the changes to Fruit Roll-Ups may have been more subtle compared to the other brands, they were still significant enough to make a difference and sustain momentum coming out of the pandemic.
Designing for Success
To ensure the success of the brand refresh, General Mills collaborated with longtime agency partner Pearlfisher. Together, they employed a strategic approach that relied on “memory cues” to determine what elements of the brands were worth amplifying. This approach involved presenting consumers with a blank canvas and asking them to depict what they associated with each brand. The insights gathered from this exercise helped guide the design process and ensure that the brand refresh resonated with consumers.
Gushers: Adding Attitude and Edge
During the design process, General Mills and Pearlfisher discovered that Gushers lacked a memorable logo. To address this, they opted for a splashy black design reminiscent of ’90s nostalgia, such as the Nickelodeon splat. The redesign included a custom typeface, adding attitude and edge to the brand. This new visual identity not only appealed to the target audience but also ensured that Gushers stood out in the crowded candy category.
Beyond Packaging: Creating a Clear Identity
General Mills recognized the need to go beyond traditional retail spaces and packaging. In the age of social media and e-commerce, it was crucial to have a clear brand identity that extended beyond physical products. Many brands were falling into the trap of generic social media pages, where every post looked the same, offering little to distinguish themselves from the competition. General Mills aimed to create assets that moved beyond just the box and made a lasting impact on consumers.
Sonic Branding: Making a Lasting Impression
To further enhance their brand identity, General Mills invested in sonic branding. They collaborated with Made Music Studio to create recognizable tunes that would evoke positive associations with their brands. Just as streaming services can be identified by their startup noises, General Mills sought to create brand worlds that engaged multiple senses. By incorporating sound into their branding strategy, General Mills aimed to make a lasting impression on consumers and increase brand recall.
The Human Element vs. AI
As the advertising industry delves deeper into the realm of AI, General Mills recognizes the importance of the human element in branding. While AI holds promise for innovation, there are challenges surrounding copyright and trademark protection. General Mills acknowledges the value of human creativity and expertise in creating unique and protected brand assets. While AI can assist in certain aspects, it cannot replace the human touch that is essential for successful branding.
Conclusion
General Mills’ decision to refresh its fruit snack brands was driven by the desire to stay ahead of disruptors and cater to the evolving preferences of consumers. By revamping Gushers, Fruit by the Foot, and Fruit Roll-Ups, General Mills not only maintained the popularity of these iconic brands but also positioned them for success in the future. With a focus on connecting with young adults, providing a chill experience for teenagers, and encouraging self-expression in kids, General Mills has set the stage for continued growth and relevance in the competitive food and beverage industry.