Client: Wrigley

Task:   Brand revitalisation


Although one of Australia’s most loved confectionery brands, research indicated that Starburst’s proposition was being diluted as competitors and in-store environments evolved. Our challenge was to reverse this trend.

Refreshing an Icon

After deconstructing the packaging design elements across the entire range, we reconfigured the communications architecture on pack and developed alternative design solutions aimed at improving shelf visibility, range navigation and injecting the ‘fun’ back into Starburst.

With a reinvigorated portfolio navigation strategy and the design evolution of core memory assets, independent testing showed the new packaging was a measurable success*.


First choice in-store. Outperformed all competitors in terms of shelf find-time*.

First choice in-store. Strongest purchase intent for general and younger buyers*.