Capturing 3rd place in Paperboard Packaging Alliance’s Design Challenge
How can a candy bar compete these days, especially at the movies? Concession stands are a dazzle of popcorn, candy, half-gallon sodas, hot dogs, “cheez”-drenched nachos, and ice cream. Indie theaters sell fresh-baked goods, specialty coffee, beer and wine.
But good packaging design can appeal to the palate. To that aim, PPA instructed contestants to design the packaging for a colorful candy line. A larger version was to appeal to moviegoers, and a smaller version targeted retail stores. No easy feat when you must appeal to different ages and audiences, adhere to strict measurements and devise a way to prevent spills and include other conveniences.
FIT’s five-student team devised a one-handed, easy sharing, two-flavors-within-one-structure. They called it Wonka’s Tootifruitichocolicious. It’s playful and smart, with multiple uses to be discovered. After gobbling up the contents, one isn’t left with an empty carton alone.
“The biggest challenge was to attract moviegoers with little predilection for sweets–the type who experience concession stand candy as a blur of Milk Duds, Sno Caps, Raisinets and Twizzlers,” Packaging Design Prof. Sandra Krasovec.
“This year’s Challenge was indeed challenging!” says Krasovec. “The typical objectives of form and function, coupled with fun and innovation, were tough, especially while keeping sustainability in mind. Our students came out winners with a package that has shelf-appeal and second-life play value built in.”
And when the candy runs out, there’s no lamenting an empty carton. It can be used to make chains, periscopes and creative designs. “Diverting packaging material from the waste stream is a win-win for marketers and consumers,” says Krasovec. Or we might just see it as creating fun memories. And that it did.