Business Critical Issue

Mars was exploring a new addition to its Hubba Bubba portfolio in the US, Mini Gum, featuring five signature Skittles flavors. 

To ensure success, the brand needed to determine the optimal design, specifically how prominent the Skittles branding needed to be on pack and if the collaboration fit with the overall Hubba Bubba brand heritage.

Behaviorally tested the three new designs using PackFlash® 360.

Recommendations

Following a PackFlash® assessment, it was found that two of the designs alienated some users and caused a sales volume loss.

Behaviorally recommended moving forward with the remaining design with some potential optimizations:

• flavor name callouts to help ease of understanding

• having the Hubba Bubba logo larger than the Skittles logo to help findability

• keeping the product visual smaller to engage more with the teenage audience

Growth Outcomes

 The recommended design:

• garnered more attention, while also keeping consumers attention longer

• appeared more modern and better tasting to parents with kids under 18

• scored higher on being flavorful and easy to understand

• performed the best amongst competitors; primarily on uniqueness, ease of brand identity, and modernness

"We've had the pleasure of working with Behaviorally on a very challenging project this year, and the team was definitely up to the task. They did a great job of keeping us on track (even when timelines had to shift and deviate) and we were impressed with the final output and key insights that were delivered."

- Cassie Jackson
Innovation Manager, Mars