Redesign PlanProduct Name: Wrigley’s Big Red Gum

Target Group: Men, Women, People who like fresh breath

Brief History of Big Red:• 1976 Big Red was introduced in the U.S. and Canada as cinnamon gum gained favor in the U.S. After modest success, the gum was repositioned as a breath freshening gum with long lasting flavor instead of just a cinnamon flavored gum. Packaging reflected this positioning, instead of a cluster of pale green leaves to indicate the natural freshness of cinnamon, a yellow flame dotted the letter “i” in Big Red to indicate to consumers that the gum was spicy and hot. • 1979 The famous “Kiss a Little Longer”™ campaign was introduced. • 2006 Wrigley announced a partnership with Chip Ganassi Racing with Felix Sabaates. NASCAR driver Juan Pablo Montoya currently drives the No. 42 Wrigley’s Big Red Dodge. • 2008 Launch of Slim Pack. • 2009 Launch of Slim Pack 3 Pack.

The Plan:The plan for sales increase for Big Red is to create a new package design to make the gum more accessible and convenient for gum lovers. Red is already a big and bold color, so part of the product promotion for Big Red will be to take advantage of it’s already eye catching colors in the new design. The typography and icon/logo design will be changed to give the new design a more modern feel. The typography will be more of a sans serif font and the flame icon/logo design will be a less detailed and simpler version of a flame. This product will be bright, bold, and capture the attention of people who like that Big Red cinnamon spice in their day.

Style Guide - Colors

NameCMYK: 10, 72, 72, 1RGB: 220, 105, 81Pantone: 7416 CHex: #DC6951

NameCMYK: 11, 85, 85, 1RGB: 214, 75, 58Pantone: 7417 CHex: D64B3A

RedCMYK: 1, 99, 94,0RGB: 236, 32, 40Pantone: Red 032 CHex: EC2028

NameCMYK: 12, 100, 98, 3RGB: 207, 33, 39Pantone: 1795 CHex: CF2127

NameCMYK: 18, 99, 99, 8RGB: 190, 32, 38Pantone: 1797 CHex: BE2026

NameCMYK: 6, 0, 95, 0RGB: 249, 238, 19Pantone: 3945 CHex: F9EE13

NameCMYK: 12, 52, 99, 1RGB: 220, 138, 39Pantone: 7413 CHex: DC8A27

NameCMYK: 5, 56, 100, 0RGB: 234, 134, 35Pantone: 715 CHex: EA8623

NameCMYK: 63, 73, 66, 82RGB: 30, 10, 12Pantone: Process Black CHex: 1E0A0C

NameCMYK: 100, 100, 100, 100RGB: 3, 0, 0Pantone: 426 CHex: 030000

Style Guide - Type

Edmonsans RegularEdmonsans MediumEdmonsans Bold

The body copy in the Big Red gum packaging should be between 10 and 12 pts. Regular font should be used unless it is a header or title of something on the package.

Gill Sans MT RegularGill Sans MT ItalicGill Sans MT BoldGill Sans MT Bold ItalicGill Sans Ultra Bold Condensed RegularGill Sans Ultra Bold Regular

The logo design will most likely be somewhere between 30-35 pts. Headers and titles might also be used with this font.

Style Guide - LogoThe color logo will be seen on the box and in almost all advertising. The grayscale logo will only be used when necessary. The gum package will have the original logo, while some advertising might have variations. The padding around the logo should be at least as big as the flame logo on all sides.

Color Grayscale