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!
🍭 DESIGNED IN-HOUSE AT SMARTSWEETS • PHOTOGRAPHY BY VELOUR PRODUCTIONS
An exclusive launch kit was designed to bring our consumer back to a sweet time in life! Our guiding question was: what would you have found in your childhood locker or desk? The cootie catcher was designed to be a playful sidekick in the snacking experience, giving its players throwback questions and prompts. A trading card was designed to provide Sourmelon Bites "stats".
The art direction lived in the "90s/00s kid" sphere, using abstract patterning, and illustrations that reflect icons of that time.
Pictured above: a snapshot of the launch email sent to all subscribers. The primary objectives were (1) to educate our consumer on the key nutritional benefits of Sourmelon Bites, and (2) let our audience know their input is valued & drives the brand's decisions.
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.
Pictured above: homepage design during launch
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!
