The new design definitely turns up the heat but I personally feel that there were some missed opportunities in the upgrade. What are your thoughts?
“Prior to the redesign, the HOT TAMALES® Brand team conducted focus groups to gain consumer insight. Results from these studies showed that consumers felt the existing HOT TAMALES® packaging was not reflective of the edgy attitude that the brand has portrayed through advertising and events. The HOT TAMALES® team wanted the new packaging design to be a truer representation of the brand’s bold and daring positioning.
With the new package revitalization, the HOT TAMALES® Brand has achieved this goal. The new packaging boasts a strong stylized logo, a fierce fireball icon and a proprietary flame pattern that all come together to portray a striking package and a dynamic brand personality that is aligned with consumer perception.
HOT TAMALES® Brand Manager Donald Houston said, “This design perfectly reflects our brand positioning and our consumers’ attitude about HOT TAMALES®. The new design is a home run on all fronts and will anchor our re-launch of the brand with a new look, new line extensions…and a new digital social media push.” Implementation of the new design spanned across all HOT TAMALES® Original SKUs as well as the HOT TAMALES® 3 Alarm line extension packaging. Additional work included cartons, shippers, seasonal packages, Canadian items, in-store POP/POS displays and sales materials.
“It’s always a big undertaking to identify and preserve the key elements that make a brand timeless, while revitalizing areas that need a fresh look. We consider this one of our anchors of success at CAG BrandFirst® and love to rise to that unique challenge,” said Diane Fazenbaker, President of CAG BrandFirst®. “We’re always ready to help a company re-evaluate what’s working, and what isn’t, and develop a new plan accordingly.””
Designed by CAG Brand First
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