The rise of Nerds Gummy Clusters is nothing short of extraordinary. This candy went from contributing $40 million to Nerds’ total sales to generating over $500 million on its own. How did they do it? The team behind this runaway success shared their secrets in a recent Wall Street Journal feature, and the insights are simpler than you might think. Here’s what you need to know—and how you can apply it to your own products.
1. Visuals Are Everything
The packaging design went through rigorous testing with five different graphic concepts. What they discovered was game-changing:
Showcasing the gummy center was critical to success
Why Did This Work?
Visuals are processed faster than words, and Nerds’ iconic reputation for tiny, crunchy candy pieces created a branding challenge.
To stand out, the team needed to immediately communicate that this was a new type of Nerds product—a chewy gummy surrounded by crunchy candy. The visual of the gummy center on the packaging clarified this unique concept at a glance.
If shoppers don’t immediately “get” your product, they’re likely to walk away.
2. Product Names Matter
The product’s initial name, “Nerds Clusters,” didn’t resonate with consumers the way they hoped.
What Changed?
Adding the word “Gummy” to the name made all the difference.
Why?
The word “Clusters” alone gave consumers the impression that this was a crunchy, granola-like product. By including “Gummy,” the name aligned with the broader gummy candy trend and clearly conveyed the product’s chewy texture.
This small tweak helped customers understand what they were buying—before they even picked up the package.
Packaging Alone Isn’t Everything
While packaging played a key role, it wasn’t the sole driver behind the product’s explosive success.
The team nailed every element of the marketing mix:
- A laser focus on creating an irresistible product
- Strategic promotion and advertising
- Strong alignment with consumer trends
However, this case study highlights a powerful lesson:
Assume Your Customers Don’t Understand Your Product
Your job is to simplify, clarify, and make your offering instantly appealing. Many designers and marketers make this mistake. They forget that consumers know nothing about their products to begin with.
Key Takeaway for Your Business
When it comes to packaging, always ask yourself:
- Are the visuals doing the heavy lifting?
- Does the product name tell a clear story?
- Can a shopper immediately understand the product’s unique benefits?
Sometimes, small changes can lead to big wins.
By refining your packaging and messaging, you can turn even the most sluggish product into a half-billion-dollar success story.
What packaging tweak will you try next? What will you try to reach your BHAG?
