ART DIRECTION, ILLUSTRATION, PACKAGING & DIGITAL DESIGN
SmartSweets Sourmelon Bites™ 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. The launch campaign for Sourmelon Bites, "Like a Kid Again", was born out of the warmth and nostalgia these candies evoked among our consumer.
An exclusive Sourmelon Bites launch kit was designed to give our friends a first-taste experience that not only educated them on the product benefits, but also provided a playful throwback!
The e-commerce experience primarily focused on product features, highlighting nutritional benefits, and displaying the tasty candy itself. Campaign visuals and language were sprinkled throughout to deliver a fun shopping experience.
As a 2020 launch, the Sourmelon Bites presence on social was important for broad awareness. We wanted the fun to extend to Instagram, so we developed a game filter to share and compete with your friends, as well as a collection of gifs to throw on stories!