Saila is an Italian historic brand in the confectionary category. Its brand image is centred on purity.
By launching Vibes, Saila enters the chewing-gum market for the first time.
The objective was to create a packaging able to meet the requirements of the new market where image and strength of taste are more important than purity.
The pack opens and closes by a squeeze, a feature that makes the product unique and adds a touch of style when sharing the gums.
The strong colours on a white background stress the strength of the taste and properly position the product on the new market.