This document outlines a rebranding strategy for Fruit Stripe gum to target Generation Z consumers. It begins with an overview of the brand's history and timeline. It then discusses the new target market of Gen Z, who value short attention spans and social media connectivity. The rebranding concept positions Fruit Stripe gum as having "no commitment" through quickly disappearing flavor. The package will feature bold colors and a fading mascot to convey this. New marketing strategies include product placements with YouTube stars, a disappearing Snapchat filter, and a disappearing emoji to reinforce the short-lived experience. Social media promotions on Instagram and Whisper will also help spread the new message. The goal is to attract Gen Z users through

1. Re-brand
By: Nicole Solis
Sonya Gonzales

2. BrandTime line and Key Findings
1969
Fruit Stripe founded by James Parker. He named it “Five Flavor
Gum.”This is the only gum on the market with the painted-on
stripes
1970
The Fruit Stripe Gum Man initially promoted the product. The
stripe family animals included a zebra, tiger, elephant, and
mouse. The cartoon zebra, named Yipes, became the sole
mascot.
1996
2006
Fruit Stripe gives five cents to the World Wildlife Fund from
the sale of each jumbo variety multi-pack. Their efforts to
promote preservation of endangered animals led to tempo-
rary tattoos of Yipes with some gum packs.
2003
Farley and Sather’s Candy Company acquires Fruit Stripe and
later merges with Ferrara Candy Company in 2012.

3. Pop Culture Appearance
Home Alone 2
Lost in New York: Kevin, gives a piece of Fruit Stripe gum as a“tip”
to a bellboy.
Beastie Boys
They compared their band’s“flavor”to Fruit Stripe on their song
“B-Boy Bouillabaisse.”
King of Queens
Doug mentions that his shirt looks like a package of Fruit Stripe gum.
That 70’s Show
Donna makes a joke regarding Eric’s shirt, referring to Fruit Stripe gum.
Family Guy
A cutaway makes a reference to the short-living flavor of Fruit
Stripe.

4. Market Sector Map
Main Competitors
Similar Products
Shared Space Shelf

5. Hello Generation Z!
NewTarget and Market
Considered the“net generation,”Gen Z stays connected as digital natives.
Strong online presence, deep into social circles, and can be“geeks.”They
are career-oriented and consider themselves“pluralist.”This generation
tends to have a very short attention span and consumes their media on
variety of channels and devices. Never heard of Stripe gum, brand new
slate for the brand.
”
Phrases that Capture Gen Zs Attention
Cray Cray
Bromance
Jks
Yolo
Fail
We will keep the temporary tattoos in the gum package, but
instead of having Yipes we will use hash tags that will include
these phrases.
Random

6. Re branding Concept
Fruit Stripe is now the“gum with no commitment.”Gen Z-ers have no time
for the standard“long-lasting”flavor of typical gums on the market. Fruit
Stripe will present itself as the complete opposite to fit this generation’s needs.
Fruit Stripe will be a gum that require no loyalty, no time wasting, and no
strings attached.
Main focus: Disappearing Flavor that ends quick
The average attention span dropped from 12 seconds in the year 2000 to 8
seconds by 2013. (StatisticBrain.com)

7. Package Redesign
Old Package Design
New Package Design
Fruit Stripe
18 Sticks Flavorful Gum
Five Juicy Flavors
Collect all
Hashtag
tattoos to win!
New package will include bold colors to create a sleek design. Sleek designs attract gen Z
Each package will include a stripe background with two main colors. A fading Yipes will be the
new focus on our rebranding concept. We want everyone to understand this gum doesn’t
waste time it vanishes quickly.

8. New Campaign Strategy
Fruit Stripe will collaborate with trending“YouTube Stars”
for product placement opportunities.. 80% of Gen Z reports
that this platform is their top channel to view videos.
Whisper, known as the“social confessional app,”will feature
our new playful memes about specific moments consumers
may need a“quick chew.”This platform works because it
allows teens in the digital age to share deep secrets and
emotions anonymously.
New Snapchat filter to include the redesigned Fruit Stripe
mascot, Yipes. Snapchat model reinforces our short-living
commitment to the gum. 51% of Gen Z-ers report the regu-
lar use of“Snap.”
Creating a brand new emoji icon of the Fruit Stripe
mascot, Yipes, which eventually disappears from the
screen seconds after being read. Emojis are prevalent in
the Gen Z language and the disappearing act will reinforce
our“no commitment”pledge.

9. Product Placement
Youtube Stars
MattyBRap Product placement
Fruit Stripe
18 Sticks Flavorful Gum
Five Juicy Flavors
Collect all
Hashtag
tattoos to win!
Smosh

10. Social Media Examples
We will conduct a sweepstakes in order for people
to enter they must submit a photo of their hashtag
tongue tattoo on instagram. They have to be quick
because the tattoo disappears instantly.
Cute little Yipes emojis will appear in people’s
snapchats and will disappears after a few
seconds.

11. On our whisper page we will create various post about the gum , just trying to
spread the word.