Boosting candy sales for Colombina

See how our redesigned packaging for Colombina boosted their candy sales in the US market

Colombian candy maker Colombina partnered with Smurfit Westrock to redesign its XOXO Gummies packaging for the U.S. Valentine's Day market. The new retail pack features an insert that keeps the heart-shaped gummies upright, enhancing shelf visibility and consumer appeal. The updated design led to increased sales during the 2023 season.

The Challenge

Colombina, a leading Colombian candy company, sought to expand its presence in the competitive US market. They needed to address the issue of inadequate product display for their XOXO Gummies during Valentine's Day. The existing folding box packaging created an unstable appearance on store shelves, which negatively affected product visibility and differentiation.

The Approach

To tackle the challenge, we developed a retail pack with an insert, designed to keep the heart-shaped candy vertical, improving the presentation on shelf. The new insert required no tape or glue and is assembled and packed in the same time as the previous pack. We simulated the new pack in our Experience Centre, making it easier for Colombina to assess the on shelf impact before approving.

The Result

Following the successful implementation of the new packaging solution to the US market during the 2023 Valentine's season, Colombina achieved remarkable results. The redesigned packaging significantly enhanced the visibility of XOXO gummies on the shelf. This captivated consumers at the point of purchase and led to a substantial increase in product sales compared to previous years.