Chiclets Tiny Size Packaging

Created: January 2019
Client: Mondelez Egypt
Agency: j. walter Thompson cairo, design unit
Status: not launched
Chiclets wanted to relaunch their iconic Tiny Size sachet after it has been discontinued for years.

Chiclets is a well-known American product for chewing gum by Mondelez International. Tiny Size was an iconic staple chewing gum in the Egyptian market during the 90s, but was later discontinued. 

Mondelez wanted to release it back to the market once more while maintaining the legacy of Tiny Size. However, the challenge was that the target market for this product (kids+teenagers) were too young to know what Tiny Size is.  

The solution was to maintain some elements from the old iconic packaging and infuse it with a bolder and younger look and feel to match the already-revamped Chiclets packaging.

A bolder, rounder, softer, and younger logo!

Old Logo

New Logo

Just how tiny is Tiny Size?

The packaging concept highlight the tiny-ness of the Chiclets by making everything else huge.