September 17, 2012
Design Force, Inc. proudly announces that a new article quoting its president, Ted Mininni, has been published by Package Design Magazine on its web site. The piece, titled “Teen Pop”, written by the editor of the magazine, offers insights on Kraft ID Gum’s new innovative package design targeted at a teen audience. It has also been published in the September 2012 print issue of the respected packaging industry publication.
Editor in chief, Linda Casey, sought out insights on Kraft’s new Stride ID Gum packaging from three industry experts, including Ted Mininni. Mr. Mininni and his design consultancy, Design Force, Inc., are known for their expertise in package design, especially for all children’s and teen demographic segments. In a recent interview, Mr. Mininni stated: “I was pleased to be asked to share insights on Kraft’s new Stride ID Gum package design. Encouraging teens to design packaging for other teens speaks to their need to express their individuality. It resonates with this audience. The branding and design elements are terrific for brands that want to appeal to youth segments.”
In his quoted comments, Mr. Mininni states: “Stride ID Gum could be a potential game changer for the category.” He goes on to cite the “boldly colored segmentation system” for its effectiveness in presenting different flavor profiles. Mr. Mininni also praises the “use of an innovative magnetic closure” and the boldness of Kraft for “delving into uncharted territory” with this new package design system.
“We need to understand today’s kids’ mindset in order to keep pace (read: maintain relevance) with them. That doesn’t only apply to new consumer products. It applies to the way in which they’re branded and packaged, of course. Inviting kids to become part of the process is invaluable. Nobody has insights into kids’ minds like other kids do. Tapping into those insights helps but making kids part of the entire creative process goes one better. Kraft is pointing the way forward. Let’s hope more consumer product companies follow their lead”, said Mr. Mininni.