Seizing a Market Leader Opportunity

Known for its uniquely soft texture and delicious flavors, Wiley Wallaby gourmet licorice came to a critical juncture in its growth. Driven to be the market leader in Australian style licorice, the brand needed to streamline its package design to build brand awareness and communicate the top product attributes; taste and texture. Research was conducted among gourmet licorice consumers to clarify perceptions, behavior and usage to inform the refresh. The results led to a new brand positioning, targeted to adults craving a great-tasting, anytime treat. Not wanting to alienate current consumers, we leveraged the established brand colors. A new illustrative background pattern was created, adding spirit and supporting the snacking usage occasion. To attract new consumers and further promote taste appeal, we developed premium product imagery. The communication hierarchy was reconfigured to emphasize the soft and chewy point-of-difference versus competitors. The new, modern branding was integrated across the full Wiley Wallaby portfolio including beans and allsorts.