CREATIVE DIRECTION, ART DIRECTION, ILLUSTRATION, PACKAGING & DIGITAL DESIGN
SmartSweets Sweet Chews™ Launch Campaign 🍉🍓🥭
SmartSweets is challenging the candy aisle by offering delicious candy, without all the bad stuff. The mission is simple: Kick Sugar, Keep Candy™. As SmartSweets' first individually wrapped candy offering, we were excited about the new possibilities for consumption ("oh the places it could go!"). The campaign, "Chews Your Adventure," was born our of this sweet treat's travel-friendliness.
A limited-time Sweet Chews™ kit was designed to inspire adventure near or far. The kit included a shareable postcard, a resealable travel pouch, an activity map, stickers and of course candy! 🍭
To drive sales digitally, several emails were sent with the objective of educating recipients on the better-for-you aspects of Sweet Chews™ and the delicious taste!
The online launch was supported in-store through messaging that focused on specific product value. With the brand's mission to Kick Sugar, the 3g of sugar per bag was a key callout.