When is it time to rebrand your candy?

With long-lived candy brands, the question of whether or not it’s time for new packaging can easily come up. USA Today recently reported on the 75th anniversary of the iconic M&M’s candies. The celebration brings an opportunity to look at how to adapt to the passage of time, since M&M’s have retained their essential brand identity and logo style despite several decades of change.

How can you tell when it’s time for a new candy label?

If your business is considering a new series of candy labels, it helps to know exactly why a redesign would be the best choice. Here are some fitting occasions for choosing a new label design, any of which could be on the horizon.

•  A meaningful anniversary: As the M&M’s example shows, anniversaries are a great marketing opportunity. Even if your company doesn’t add new permanent graphic elements, a minor addition or special “anniversary label” could make limited edition products stand out on the shelves.
• New ingredients: Within the past year alone, the notion of “clean” candy labels that boast a lack of artificial additives has stayed strong. Smaller brands, like Unreal and OCHO, have attempted to market themselves as organic alternatives to major candies. This could in turn put the pressure on more established producers to emphasize the quality of the ingredients in their branding.
• Times have changed: While in some cases the classic look can help a candy, in others a new logo or packaging could be necessary for a better brand. The logo for Skittles has endured some notable changes since it was first introduced, with the font becoming more shaded and the rainbow image attached to it more vivid.

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