The Old School Packaging...
When I was in 3rd year at AAA School of Advertising I was given the Beechies brand for our final, end of year brand files challenge. Each group is paired against another, competing for the best possible marketing strategy to facilitate the relaunch of the nostalgic Beechies brand. My group did not only end up being the winning team, but got the award for campaign of the year for our efforts 🙂 I must say I really enjoyed working with this product and was extremely happy with the outcome of our marketing document/creative execution. I enjoyed giving the design and copy team the creative brief and overall it was a fun brand to work with!
The new Beechies product range.
I have now seen that Beechies have executed their relaunch campaign, with 2 basic products that directly compete with Stimorol. Beechies was renowned for their shake box back in the day and lost it when Stimorol came to the market with their new style roll of gum. Beechies followed suit and this led to their downfall with regard to shelf presence and saw a decrease in overall brand awareness. Stimorol became top of mind and slowly the Beechies brand was forgotten 🙁 It now seems that their new umbrella company, Natella Importers, have taken the initiative and re-penetrated the lucrative chewing gum market.
The new Mixed Berry Splash flavour is direct competition to the famous Dentyne Strawberry that chicks love so much 😉
Although the market is saturated with a lot of strong brands, Beechies holds a place in every South Africans heart as the “thing to share”. This reassures me that Beechies will regain market share and be profitable enough to grow into the future. One problem I do have with the product is its lack of long lasting taste. Maybe the big guns at Natela should have listened more closely to our consumer insights, as that came up as a big problem amongst research participants. We came up with the solution to add that Babaloo style “goo” to the chewing gum, but obviously to no avail ;)lease comment and let me know what you think about the new packaging?
What is a chewing gum brand without a roll of Lucious Strawberry?
Somebody know where can be bought Beechies gums online?
Thanks: Roberto backroberto@hotmail.com
No clue mate! Check the Pick n Pay website
I agree why not the old shake- box. Where are the other flavours e.g. Cinnamon.
I love the new look of beechies very stunning and it will sells by them self in stores…The other gum did’t stand a chance at all. Keep up beechies
I am interested in freelance your Beechie range in the Eastern Cape . Please contact me. 0837333624. A long user of this brand and love it.