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Tag Archives: peanut butter and jelly

A Superhero for Sunday – Cadbury’s P.B. Jammer!

Posted on March 10, 2013 by Jason Liebig

It’s a beautiful Sunday afternoon here in New York City.  Though it was snowing just two days ago, today it feels like Spring is on its way.   So I wanted to share something fun today, and something you can’t see … Continue reading →

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Posted in 1990's, Cadbury, Canadian | Tagged 1990's candy, 90's candy, Canada, Canadian, Canadian candy wrapper, candy collecting, candy collection, candy collector, candy wrapper collection, candy wrapper collector, collectible, collecting candy, confectionery, confections, mascot, packaging, PB&J, peanut butter and jelly, sweets, vintage candy wrapper, wrapper | Leave a comment
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    Big thanks to LinkedIn pal Denny Liu of @studioape Big thanks to LinkedIn pal Denny Liu of @studioaperitif for this limited edition Goodles box example, that’s also a wonderful bit of his design/branding work! 

I missed it when it was released a few years back and I’m so grateful to now include it in the archives - as it’s just so striking. 

The GOODLES brand has been hot on industry lips since its announced sale to Barilla Group last week. 

But I’ve been talking about Goodles regularly in conversation for over a year now, as it’s been my go-to case study on the unique threat that giant legacy brands face in a rapidly changing consumer landscape. 

I will often state a version of this: “Kraft Macaroni and Cheese has been around for seventy plus years, and in less than seven, GOODLES has gobbled up nearly 10% of that market!” 

That’s crazy and impressive and it’s also revelatory. 

In my opinion, the GOODLES brand achieved this feat through relentless attention to quality, understanding young adult consumers, and absolutely knocking it out of the park with their design and branding. Boy how! 

And while some legacy brands will respond to these threats through acquisitions, others will have to take long hard looks in the mirror. 

As for me, I’ve long believed that large legacy organizations need to have dedicated skunkworks of development, free from mountains of red tape. Like an R&D group on steroids. Essentially having an organ within their organism that can operate with the nimbleness and freedom of a startup. Easy to state on a LinkedIn post, much harder to design and implement in a legacy corporate environment.

For now, I’m cautiously excited to see what’s next for this wonderfully-disruptive and widely praised brand as it integrates into an iconic legacy company.

@allgoodles #goodles #branding #packagingdesign #limitededition
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