The Ask
Create awareness and consideration for SweeTARTS Gummies – a new candy loaded with an assortment of rad shapes and flavors inspired by social trends and interests.

Endless Variety, Endless Yum.
We created a campaign that heroed the 50+ unique shapes found inside bags of SweeTARTS Gummies and in turn made competitor gummy brands feel boring in comparison.

On IG, all @SweeTARTSCandy content was archived and replaced with a Gummies takeover - one post for each unique Gummy shape with a fortune-like story behind the inspiration for the candy. Visually, a vibrant color palette based on the flavor profiles of the Gummies helped cut through the clutter.

Driving Engagement and Awareness
Paid content on IG Stories were served up as a gamified experience - tapping on the high-energy videos simulated pulling candy from the bag giving the viewer their SweeTARTS TARTism fortune. A comprehensive hashtags strategy allowed SweeTARTS to widen their audience by tapping into audience passions relevant to each Gummy shape.

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A Muse for Creativity
We tapped candy-obsessed passionate creators across a wide range of interests that aligned with the unique themes of the Gummy shapes: music, fashion, art, travel, gaming and more. Influencers were briefed to pick their favorite Gummy shapes and use it to inspire their creativity.

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@willbryanplz
Excited to be working with @SweeTartsCandy to help launch their new endless variety of Gummy! Check out this pattern I made inspired by some of my favorite candy shapes!

@taramilktea
Making shapes in Miami with @SweetartsCandy, and their newly launched #SweeTARTSGummies! 🍬They are so insanely delicious, and with an endless variety of shapes and flavours in the bag, I feel like a little kid again. I’m all about bright colours and everything sweet so this has been such a fun project to work on.

@VelvetSpectrum
Take a look at what happens when we got inspired by the endless variety of new #SweeTARTSGummies. With a ton of fun shapes like ⚡️🚀 🚲 🌛⭐️ it quickly became a world of its own, full of delicious surprises ☺️ #FollowYourTART

Roles:
Creative Direction, Art Direction

Partners:
Creative Team / Andrew Indrisie, Mary Numair, Emily Jensen
Agency Partners / TaraMilkTea, Will Bryant, Shonduras, Todrick Hall, Velvet Spectrum, Alyson Stoner, MoMo, Chad Can’t Color

The AskCreate awareness and consideration for SweeTARTS Gummies – a new candy loaded with an assortment of rad shapes and flavors inspired by social trends and interests.

Endless Variety, Endless Yum.We created a campaign that heroed the 50+ unique shapes found inside bags of SweeTARTS Gummies and in turn made competitor gummy brands feel boring in comparison.

On IG, all @SweeTARTSCandy content was archived and replaced with a Gummies takeover - one post for each unique Gummy shape with a fortune-like story behind the inspiration for the candy. Visually, a vibrant color palette based on the flavor profiles of the Gummies helped cut through the clutter.

The Ask
Create awareness and consideration for SweeTARTS Gummies – a new candy loaded with an assortment of rad shapes and flavors inspired by social trends and interests.

Endless Variety, Endless Yum.
We created a campaign that heroed the 50+ unique shapes found inside bags of SweeTARTS Gummies and in turn made competitor gummy brands feel boring in comparison.