Launched: APRIL 2012
Despite being a candy-aisle favorite, consumers felt that the existing Hot Tamales packaging was not reflective of its edgy attitude. As a result, Hot Tamales introduced redesigned packaging. The updated look features an energized bright red flame pattern around the logo in addition to the brand’s fierce fireball icon, which creates more of a hot feeling. The refreshed look extends to all Hot Tamales SKUs, in addition to the 3 Alarm line. According to Donald Houston, Hot Tamales’ brand manager, “This design perfectly reflects our brand positioning and our consumers’ attitude about Hot Tamales … and will anchor our re-launch of the brand.”

Package design:
CAG BrandFirst, www.cagbrandfirst.com