Tow #9 Swedish Fish

Swedish Fish are a staple at the U.S. candy scenes, appearing at almost every movie theater snack stand and grocery store. First imported to the U.S. in the late 1950s from Malaco, a Swedish Confectionary company, the fish shape candies were called "swedish fish", named after the huge fishing industries in Sweden. It immediately became popular in American and Canadian markets and the candy became a part of U.S. culture, inspiring many different varieties and even a Rita's water ice flavor. But why a fish? And what makes them so popular?
Swedish Fish lovers would probably first mention the unique cherry/strawberry/fruit punch flavor and texture that seems to be unparalleled to any other candy. However, interestingly, the packaging and the appearance of the product itself may play just as large of a role in its popularity. The logo, the small red fish with the word "swedish" imprinted on its side shapes the candies and appears on the front of the wrapper. The use of this fish not only enforces the idea of the brand of candy, it also appeals to the customers' sensory details that make the candy more interesting than just the average gummy. In fact, it has become so iconic it is probably immediately recognizable to most Americans. In addition, the company also appeals to pathos through the wrapper's design. The whole package is painted with vivid shades of the three primary colors, red, yellow and blue, simple yet effective. Yellow gills decorate the background of the whole package and "Swedish Fish" stands out  in bright, bold red lettering across the middle. Underneath, a Swedish Fish is swimming from the right side of the bag, which is see-through allowing the audience to view the product, towards a pond of water. The creative juxtaposition of the cartoonized package and the real product contributes to the overall effect of the scene depicted. The rich colors and iconic logo effectively embody what Swedish Fish candies are to the audience and its particular packaging design is unique but simple enough for customers to remember and recognize the brand.