Reinvent the confectionary category and make P.S. relevant for Gen Z consumers.
The ‘messaging’ approach is integral to the brand, however Gen Z consumers are defined by social media and their smart devices, old-style messaging just isn’t relevant to them.
We created a dynamic new language for the brand, taking design inspiration from digital lifestyles and modern forms of communication. We also cleaned up and modernised the brand assets and architecture, retaining all the recognisable brand assets.
Relaunch was a huge hit with consumers and retailers winning Two Gold Pack Awards and a Gold Special Mention Judges Award for on-pack communication and use of packaging in building brand equity.