Xylish Thinking

Just read a great article by Snow Magazine's Bianca Beuttel on Xylish chewing gum.

Chewing gum promises a transformational experience as the taste explodes in the mouth and Xylish believes that the packaging should promise the same transformational experience.

They put thought to the purchase vs ownership experience and reflected this in two layers of packaging.

The first is a garish outer layer that has to capture the buyer's attention but once the buyer owns the gum, the outer layer comes off and in its place is a more stylish - discrete - inner packaging that would look good in any environment.

Brilliant thinking that explores life outside the company's key business objective - consumption.

Article here http://bit.ly/9i9i0m