Revitalizing General Mills' Fruit Snack Brands: A Game-Changing Move to Outsmart Competitors

Big brands have been refreshing their image this year, especially in the food and beverage industry. General Mills recently updated their Gushers, Fruit Roll-Ups, and Fruit by the Foot products. However, this rebranding was not a result of the typical challenges that require a change in marketing strategy. In fact, these brands are already very popular.

The refreshes were conducted to fend off disruptors and prepare for the next generation of shoppers. Each brand in the portfolio was placed in a clearly defined "swim lane" targeting different age groups. Gushers received a significant makeover to connect with young adults who grew up with the fruit-juice filled snacks. This shift also positioned Gushers to compete directly in the competitive candy category. Fruit by the Foot, on the other hand, shifted its positioning to help teenagers relax and unwind from stress. This particular age group faces various pressures amplified by social media, which ironically serves as an important channel for reaching them.

"Previously, we always discussed it as wanting more and more before we fully understood it," said Evans, referring to how Fruit by the Foot continues to unroll even when you anticipate it to stop. "After some reflection, we came to the realization that this continuous unrolling is what our consumers truly enjoy as a moment to relax and slow down."

In the end, Fruit Roll-Up aimed to reinforce a message about being a platform for creative play, promoting self-expression in young children. Although the brand underwent the smallest amount of change, it still has the potential to make a significant impact as General Mills strives to maintain momentum after the pandemic."

Evans stated that it is currently too early to determine the full impact of the revamped products on sales. However, he mentioned that market share and brand desire scores are showing positive progress. General Mills achieved strong sales in its most recent financial quarter, with revenue increasing by 4% compared to the previous year.

According to Evans, design should not only focus on creating awareness but also on converting that awareness into actual sales. The most effective design has the ability to attract attention and generate revenue.

Out with the old

In the process of refreshing, General Mills and its partners extensively relied on "memory cues" to determine what should be preserved and what should be discarded. To accomplish this, the company would provide consumers with a blank sheet of paper and request them to illustrate what they believed accurately represented a particular brand. Evans emphasized that anything appearing on the page would be considered a valuable asset deserving of enhancement.

"The aspect I appreciate about such research is the revelation that what may appear as a cue for remembering is not, while things that may have been overlooked actually are," stated the executive.

For instance, it was discovered that Gushers did not possess a particularly memorable logo. The previous design was replaced with a more visually striking black logo that evokes nostalgic reminiscences of '90s childhood, reminiscent of the Nickelodeon splat.

The brand's redesign, which includes a unique typeface, aims to bring a more bold and distinctive vibe, targeting an older audience. According to Hamish Campbell, the VP and executive creative director at Pearlfisher's New York division, it also acknowledges the importance of establishing a distinct identity that goes beyond physical retail and packaging. Evans explained how many brands have uninteresting social media pages, featuring close-up shots of their products without any standout features, indicating a lack of creative resources to work with. This realization prompted internal reflection, leading to the understanding that in order to effectively engage with consumers on these communication channels, the brand must leverage assets that go beyond the product packaging.

“We can’t only think about the traditional retail space. We also [need to] think about that e-commerce and digital space,” he added later.

New horizons

General Mills is expanding its focus on sonic branding with assistance from Made Music Studio. By investing in recognizable tunes, the company aims to establish positive associations and enhance brand memorability. Evans highlighted the example of streaming services, which can be identified solely by their startup noise. The company's goal is to develop brand worlds that engage as many senses as possible.

The specter of generative artificial intelligence looms over the realms of design and agency, becoming a prominent subject of discussion during Advertising Week following the frenzy surrounding ChatGPT. During a panel discussion moderated by Erika Wheless, a reporter from Ad Age, Evans was asked for his views on AI. He confidently asserted that despite the potential offered by this cutting-edge technology, the human element will ultimately prevail.

Evans raised an important concern regarding the impact of AI on copyright and trademark protection. He pondered the challenges of safeguarding intellectual property when AI is involved, acknowledging the complexity and ambiguity surrounding this issue.