Making Some New History

Project Details:

New England Confectionary Co.

Client

Packaging

Category

THE CHALLENGE

When the New England Confectionery Company was founded, in 1847, James K. Polk was President. The company has an impressive past. We've been lucky enough to be invited to help chart its future.

THE IDEA

We reimagined the identity of the iconic NECCO® Wafers Brand, immersing ourselves in Brand history as well as the competitive landscape. The new look, executed across packaging, displays and trade communications, retains Brand equities while remaining totally modern. And new messaging identifies relevant product benefits that truly resonate with today's consumers.

We also reintroduced America to the classic CLARK® Bar. Here again, we worked hard to retain established equities, while giving the Brand a modern, masculine attitude that speaks powerfully to its consumers. And we developed messaging that clearly differentiates CLARK – as the only real chocolate bar in its segment – from every one of its competitors.
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