VISUAL IDENTITY · CAMPAIGN CONCEPT · 3D ILLUSTRATION · PACKAGING
Crazy bits, squeezy flavors. For decades, Nerds and SweeTARTS have been part of the most varied and intrepid candy-lovers favorites. Ferrara team contacted us with a new challenge—a relaunch of the brands Nerds and SweeTARTS with two main goals—increase sales and distribution in Mexico.
CHALLENGE
Although almost everyone identifies Nerds and SweeTARTS candies, we had a challenge, to reconnect and redefine the link of both brands with the millennial generation—passionate, curious, and creative people with diverse and not-so-common likes. Lifelong learners who love experiencing and sharing vivid feelings by immersing into new adventures their own way.
In other words, giving Nerds and SweeTARTS a boost of color and energy. Among the ones that already know them while reaching new horizons and be found as an inspiration for those who seek for experiences to project and share themselves and their true selves to the world.
SOLUTION
Our strategy: Positioning both brands as means for self-expression, a creative boost for talent and passion. Using bright and irreverent combinations of color, funny shapes, and playful atmospheres, we honor the unique essence of Nerds and SweeTARTS that is in itself a celebration of diversity, the joy of being free to be different.
We defined new slogans to incite consumers to integrate the products into their creative processes. Through the “Tiny bits, huge flavor” slogan, we present the candies as sparks that uplift experiences, those tiny candy particles that contain a universe of flavor that unleashes universes of unimagined possibilities.
TINY BITS TINY BITS
TINY BITS TINY BITS
FLAVOR HUGE Flavor HUGE
flavor huge Flavor HUge
“Sweet to eat and fun to share”, as simple as that. The act of eating SweeTARTS is a powerful statement of authentic and fascinating personalities that do not fear being, showing, and sharing who and how they are. This slogan easily connects with a generation conscious of its value, one that enjoys the experience of adding to the community, knowing that the strength of bonds lies in diversity and differences among individuals.
This campaign re-affirms the distinctive fresh, intense, funny, and dynamic spirit of these beloved brands in the combination of shapes, lines, fonts, colors, and styles.
