Necco® Wafers

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Necco® Wafers
Product Relaunch; 2009

The original Necco® Wafer has a very long history. The candy was first produced in 1847! The relaunch of the product in 2010 proved to be a daunting task. How do you successfully update (and make relevant to a new group of consumers), a product that has remained virtually unchanged for 163 years?

After much consumer and market research, we took the Necco® Wafer back to it's roots and pulled out all of the artificial flavors and colors, creating an all natural candy for a changing confectionery market.

The logo/packaging re-design was very challenging. In 163 years the brand never possessed a true brand 'logo'. While staying as close to the original look as possible, we created an elegant, simple package that speaks to the true essence of the brand: classic, sweet fun!

These Necco® Wafers POP displays were designed with shopability and ease of production in mind. Each ‘powerwing’ is convertable and can either clip directly onto a shelf or endcap; or can be attached onto the floorstand base. The units hold 144 Necco® Wafers in both Original and Chocolate.
The 24ct/11oz Necco® Wafers Juniors DRC is for everyday use, but it’s biggest seasons are Halloween and Easter. Also featured is the 150ct Necco® Wafers Juniors changemaker tub, a great ‘penny candy’/trial vehicle.

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