New Chewits packaging rolled out

Tayburn researched what kids were stimulated by on a day-to-day basis, such as video games and cartoons, and used this as inspiration for the new Chewie design.

It was also important to Tayburn to create a character that could be used by the Chewits brand to support peripheral campaigns to promote activity.

“The issue with sweets is to be responsible as well,” said Tayburn account manager for Chewits Joy McCallum. “We wanted to have more focus on Chewie to allow for communication of an active life style in other areas,” she added.

Background colours were used to illustrate the flavours of the sweets.

The first of the new designs to be rolled out in the new packaging this month was Ice Cream, after an online campaign across Bebo and Facebook called for its return.

Chewits’ remaining seven flavours will be rolled out over the next month in the new designs.

The Chewits brand is owned by Italian sweet manufacturer Leaf.

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