McDill Associates, a strategic marketing firm with 20+ years of brand experience, has recently completed a national rebranding project for the SnackWell’s brand of cookies and snacks. The SnackWell’s brand peaked in the 1990’s and is best known for it’s Fat Free Devil’s Food Cookie Cakes. Purchased in 2013 from Mondelez brands, SnackWell’s is now distributed by Back to Nature Foods.
Within an aggressive timeline, McDill was tasked with re-establishing and evolving the original look of the SnackWells’ brand. The direction was to create a fresh look that evoked the brand consumers fell in love with in the 90’s and reignited emotional relationships with loyalists, while drawing in new shoppers who are family-focused. Starting with the brand logo, McDill developed packaging for the hero SKUs as well as messaging and positioning.
As part of McDill’s strategic recommendations, the designs were presented to shoppers through an online proof of concept research study. With this data in hand, McDill rolled out packaging for rest of the line (over 20 SKUs in all) and developed additional materials including a retail sales presentation, brand style guide, lifestyle and product photography, and various marketing assets.
“McDill was integral to the success of the SnackWell’s relaunch,” said Mark Eisenacher, Director of Marketing for Back to Nature. “Their work far exceeded our expectations from strategy and concept to working with our print vendors and supporting the roll out. Reception from both customers and consumers has been great, and we are confident that this relaunch is going to elevate the SnackWell’s brand in the retail segments that we are focused on.”
McDill is continuing to support the SnackWell’s brand as its parent company develops new strategies and product innovations as part of its repositioning. “There is nothing our team enjoys more than working on a project like the SnackWell’s relaunch from start to finish,” noted Melissa McDill, the firm’s President and Creative Director. “We all knew the brand and saw great potential in the relaunch opportunity. Back to Nature is an innovative company and we enjoy partnering with them to support their continued success for both SnackWell’s and Back to Nature product lines,” she concluded.
Over the coming months, shoppers will see the new SnackWell’s packaging in stores, through national marketing, and in digital campaigns. See this link for a visual representation of the brand’s evolution from the 1990’s to today. Read the coverage in Brand Packaging Magazine!