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Gum Packaging
For Game Players

Gum Packaging For Game Players

A new package design for Kraft Foods’ iD Gum is accompanied by a social media-based game portal. Executed by Landor Associates, the package design ‒ and all ‒ is aimed at a core audience of teen chewers. The game portal, called iD ArtCade, appears on Facebook and tablets; the packaging graphics help players unlock and heighten the experience of some games. More specifically, the graphics consists of 18 pieces of artwork sourced from a diverse group of teen artists. A cellophane wrap partially hides the artwork, and must be pulled back to see each piece of art completely. And, once seen, each piece of art can be used to connect to iD ArtCade, providing access to games like underwater crocheting and zombie hunting. “The concept behind the packaging was to inspire teens to explore and discover new things through play,” explains Dale Doyle, Creative Director in Landor’s Cincinnati office. “The packaging had to facilitate interactivity between the teen, the gum, their peers, the games, and ultimately the brand itself.”

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