Tools and Materials Used
Tools and Materials Used
Photoshop, Illustrator, pencil and paper
Photoshop, Illustrator, pencil and paper
Rebranding for Big Babol to reposition it the confectionery market as a chewable for kids, teenagers and young adults
Rebranding for Big Babol to reposition it the confectionery market as a chewable for kids, teenagers and young adults
Rise of Big Babol
Rise of Big Babol
Big Babol launched in India in 1997, initially sold in cardboard boxes but gained traction through innovative plastic jar packaging, enhancing visibility in kirana stores amidst a disorganized market. In 2000, Perfetti Van Melle India (PVMI) introduced Big Babol 2000, a liquid-filled gum, followed by a 2003 relaunch with longer pieces for bigger bubbles. By the mid-2000s, interactive packaging with temporary tattoos and WWE tazo cards boosted its appeal to children. In 2012, Big Babol unveiled Filly Folly, a cotton candy variant that transformed into gum. These strategies sustained the brand’s competitive edge by fostering creativity and nostalgia among young consumers
Big Babol launched in India in 1997, initially sold in cardboard boxes but gained traction through innovative plastic jar packaging, enhancing visibility in kirana stores amidst a disorganized market. In 2000, Perfetti Van Melle India (PVMI) introduced Big Babol 2000, a liquid-filled gum, followed by a 2003 relaunch with longer pieces for bigger bubbles. By the mid-2000s, interactive packaging with temporary tattoos and WWE tazo cards boosted its appeal to children. In 2012, Big Babol unveiled Filly Folly, a cotton candy variant that transformed into gum. These strategies sustained the brand’s competitive edge by fostering creativity and nostalgia among young consumers
Problem
Problem
Big Babol faced competition from brand like Centre Fruit that offered additional value.
Big Babol faced competition from brand like Centre Fruit that offered additional value.
In the early 2000s, Perfetti Van Melle India (PVMI) launched Centre Fruit, a liquid-filled gum that quickly gained popularity, surpassing Big Babol alongside Centre Fresh. Despite introducing a liquid-filled edition called Big Babol Sploosh, the brand couldn’t compete and gradually lost its national presence, retaining strongholds in regions like West Bengal, Odisha, and the Northeast. Unlike competitors, Big Babol avoided a character logo, aiming to appeal to older kids by not appearing too juvenile. However, this strategy limited its appeal, and over the past few years, it has been outpaced by liquid-filled rivals. Despite its decline, Big Babol’s quirky ads remain memorable
In the early 2000s, Perfetti Van Melle India (PVMI) launched Centre Fruit, a liquid-filled gum that quickly gained popularity, surpassing Big Babol alongside Centre Fresh. Despite introducing a liquid-filled edition called Big Babol Sploosh, the brand couldn’t compete and gradually lost its national presence, retaining strongholds in regions like West Bengal, Odisha, and the Northeast. Unlike competitors, Big Babol avoided a character logo, aiming to appeal to older kids by not appearing too juvenile. However, this strategy limited its appeal, and over the past few years, it has been outpaced by liquid-filled rivals. Despite its decline, Big Babol’s quirky ads remain memorable
Vision Statement
Vision Statement
We will enhance our world leadership in confectionery by creating value for consumers through innovation and gratifying high-quality products
We will enhance our world leadership in confectionery by creating value for consumers through innovation and gratifying high-quality products
Competitor Analysis
Competitor Analysis
Centre Fruit and Centre Fresh, Boomer, Bubbaloo & Orbit
Centre Fruit and Centre Fresh, Boomer, Bubbaloo & Orbit
Solution
Solution
Creating a long lasting chewable for kids, teenagers and young adults.
Creating a long lasting chewable for kids, teenagers and young adults.
It should build trust with parents of young kids while also being relevant for the older population of the target group. This new direction matches their vision to create value for customers through innovation. The problems it can solve:
It should build trust with parents of young kids while also being relevant for the older population of the target group. This new direction matches their vision to create value for customers through innovation. The problems it can solve:
Logo Process
Logo Process
Final Design
Final Design
Deliverables
Deliverables
Website and Social Media
Website and Social Media
Campaign Idea
Campaign Idea
An introductory campaign that focuses on the fact that the newly relaunched Big Babol is a chewable and loved by all age groups
An introductory campaign that focuses on the fact that the newly relaunched Big Babol is a chewable and loved by all age groups
