Crazy Stroopwafel for CSM
The Design Challenge
In the 1990s, CSM was seeking a creative solution to increase its market share in pouring syrup. They were looking for unconventional ideas or ideas they hadn't thought of themselves. The development of smart packaging is a specialism of WeLLDesign, and so CSM approached us.
The Solution
WeLLDesign conceived of the stroopwafel tube as new packaging and a new ‘product’. Children absolutely love it. to draw figures on the pancake with a spoon. From this philosophy, the Crazy Syrup Pen was born. Writing and drawing with syrup; what a party! And with the Crazy Syrup Pen, this is possible without making a mess.
From 'crazy stroopstift' to the famous Bungel
WellDesign was responsible for project management, design, engineering, and implementation (tool construction supervision).
In 2007, CSM was taken over by SuikerUnie and since then the name has changed from Crazy Stroopstift to Bungel stroopstift, and it is under the brand Van Gilse in the supermarket.
Still as popular as ever
This original concept caused a resurgence in syrup usage and thus CSM saw its objective realised. CSM also won the Wheel of Retail Me.
To this day, the syrup pen is still widely used. You can find them in every supermarket and wholesaler.
From 'standard product' to 'fun experience'
With the Bungel syrup pen, two major innovative steps have been taken at once. Firstly, of course, the ease of use, but secondly, an element of fun.
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