Following Up On Developing Trends
Often, after we print an article in BRANDPACKAGING, we uncover added information on a trend we’ve identified. Here is more on a recent trend.
Looking to the past for marketing inspiration is nothing new. From packaged goods to entertainment, nostalgia has seeped into nearly every aspect of consumer culture. We first reported on this trend in our March 2005 issue.
“Buds” are popular candies known for their intense flavor and a crunchy, hard texture that harkens back to the days of penny candies bought in the neighborhood drug store. Packaging these candies with a nostalgic approach has proven successful for Nashville, NC-based Butterfields Candy, which makes and markets a range of confectionery products to upscale food stores and retailers such as Neiman Marcus and Harry and David.
Butterfields introduced its Peach Buds candy in a metal tin with retro graphics, and the response from consumers was immediate. Since then, Butterfields has added two more flavors, Lemon Buds and Raspberry Buds, to its offering in the “retro” tins. Soon a fourth flavor, Cranberry Orange Buds, will join the trio.
“We wanted to use packaging that reflects our uniqueness and makes an emotional connection with consumers,” explains J. Brooks West III, Butterfields Candy president. “The value of our packaging has a direct impact on the value of our brand.”
To compliment the nostalgic metal tin, the package’s label features the brand name and copy points in a retro-style typeface. The merchandising concept is that the tins will market well together and can also be used in gift stacks and gift packs as a trio. The compact size and resealable container also make the candies well suited to fit in a purse or pocket. BP