our work

Mondelez

How to win the battle for shoppers at 7-ELEVEN?

70% of MONDELEZ’s gum & candy sales in Thailand are generated at CWS, mainly 7-ELEVEN.

The gum and candy shelves are densely filled with a huge amount of brands in small packs and various colors. This makes brand, product and variant navigation extremely difficult for the shopper. MONDELEZ is leading the category with brands like HALLS, DENTYNE and CLORETS.

Monde Nissin in the Philippines engaged Square44. The task was to help transform the brand into a mega snack brand in the space it operates in. How to revamp brand identity, reimagine brand logo design & refresh, modernize and update the brand’s packaging design to fall in line behind that objective.
In close collaboration with the brand team we explored how to transform Nissin into the next mega snack brand.

Real Insights lead to Real Results

We did an intensive 7-ELEVEN retail audit in Bangkok at 14 different stores observed shopper and evaluated main shelf and check-out counter shelve realities.

helping mondelez brands get seen first
helping mondelez brands get seen first

Workshops with Key Stake Holders of MONDELEZ

We ran work shops with key stake holders of Marketing and Sales teams from different brands reflecting the insights form the audit and generated ideas and action plans to win the battle for shoppers at CWS.

How we won the battle for shoppers with HALLS at 7-ELEVEN?

HALLS is a sugar-free brand in the candy category with a fresh breath brand positioning. It is coming in different product forms, packaging containers and flavors. Due to the fact that pack sizes are predominantly small, visibility in general is a key issue. So this needed to be addressed.

The new HALLS XS: Black is Beautiful(ly visible)!

We created an unmissable visibility in shelf by introducing the color black into the multi-colored mess. Black to clearly stand out from the competitors as well as to enhance the increase performance of the vibrant variant colors.

packaging design halls candy thailand square44
packaging design halls candy thailand square44

“We used intensive, vibrant colors to achieve maximum visibility and decluttered the pack design to allow focus on branding and product display.”

packaging design halls candy thailand square44

And we created a shopper friendly product benefit system indicating the cooling level on each pack in the top left corner.

packaging design halls candy thailand square44

How we won the battle for shoppers with CLORETS at 7-ELEVEN?

CLORETS is a sugar-free brand in the gum and candy category with a fresh breath brand positioning. It is coming in various product forms, packaging containers and flavors. Differentiation between gum and candy products was difficult through the clutter on the existing design, making it difficult to navigate within.

packaging design halls candy thailand square44
packaging design halls candy thailand square44

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