Project Clients: Mondeléz International

Brief in brief

First launched in Denmark in 1956, Stimorol is now the market leading gum brand in Northern Europe. With such an extensive portfolio including Classic, Ice, Fusion, Fresh Zone, Senses, Air Rush and 60 Minutes variants, the current range architecture had started to look fragmented and disparate, lacking real brand impact on shelf. Bulletproof was briefed to create a new visual identity and portfolio architecture that would ‘make Stimorol cool’, driving consumer reappraisal and positioning it as the new, fresh and contemporary lifestyle accessory for Millennials, while ensuring ease of range navigation for shoppers. 

Our thinking and doing

Our task was to take Stimorol and rediscover its past confidence, challenging the consumer into reappraising Stimorol as a daring, fresh and contemporary lifestyle accessory.

We had to create a masterbrand framework that could tie the range together, allow each variant the right amount of freedom to express their individual personalities, work out the role of Stimorol red and blue as well as the role of the star and then answer all of these issues in a clean and contemporary way. In the end the simplest and most instinctive idea won, simply using the star as a simple framework on pack allowed the packs to portray their personalities in entirely different ways whilst still linking back and tying into the masterbrand.