Stimorol Packaging
Design Sourcing
Refreshing a classic brand
Stimorol + Springleap
In looking to revitalise their 6 core stick pack
variants, Stimorol required a solution that would
present them with a range of fresh answers to
their brief while providing added value beyond the
usual agency dynamic. Springleap’s model offered
an attractive combination of fresh thinking and a
wide variety of work from designers who had not
worked on the brand before.
VIEW DESIGNS
“We received innovative designs that met our
brief, but were different to anything we’d seen
before. We would definitely consider them again
either for packaging, graphic or apparel design.”
- Nabila Khan, Assistant Brand Manager Stimorol and Chappies
No. of Entries
55 designs were submitted and approved in 8 weeks.
Reach
The focus of this contest was product research and
development, therefore having less of a marketing
focus than usual, but it was still popularized on
various blogs, Facebook and Twitter to encourage
submissions and voting, resulting of a total reach of
around 500, 000 impressions across the various
channels.
Fan Engagement
Social media and blogger posts resulted in fan
engagement of over 100, 000 design lovers and
chewing gum fans.
HOW IT HAPPENED
Creation and client approval of all relevant campaign elements
was completed within two weeks of initial briefing and the
contest launched with a bang.
Seeding
Springleap seeded and marketed the Stimorol brief to its community
of designers, design lovers and chewing gum fans, going the extra
mile to get top-level designers on board.
Submissions
Springleap received submissions from 55 designers and illustrators
in its community over a period of 8 weeks, and extended the
submissions window by 4 days on client request. The result was an
amazing range of interpretations of the brief, many of which came
directly from senior designers within the agency space.
Approval
Design submissions were individually screened to ensure design
quality, appropriate imagery, tone and compatibility with client brief.
Designers Seed
Once the designs were approved and posted to Springleap.com,
designers actively seeded to their networks through social media
sites, collecting fans to vote and further share their work, increasing
their chances of winning.
Voting
Due to the overwhelming response from fans and designers, the
voting period for the contest was extended, providing greater
opportunity for fan engagement. Once the voting period was over, the
Springleap team used voting scores to inform the final selection of
the most deserving winners.
Consumer Testing
Excellence
The winning designs and 2 additional designs purchased by Stimorol
were tested against packaging designs sourced from traditional
agencies in, and outperformed these for most criteria in
various consumer focus groups and testing.
