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GD USA 2023 PACKAGE AWARD WINNERS

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redefining a classic

Over the years, SweeTARTS, the original sweet and sour pressed candy invented in 1962, has expanded its product offerings way past just old-school pressed candy.

 

THE SCENARIO:

SweeTARTS packaging called attention to the unique differences among their products, but the brand itself was getting lost on the shelf.

 

THE CHALLENGE:

SweeTARTS turned to CSB for help to unify the portfolio without losing the personality of each product.

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OUR SOLUTION:

CSB restored the iconic pink (sweet) and blue (tart) background split that had been in use for 55 years of the brand’s history. This strategy aligned with the brand’s new “Be Both” campaign, which declares that no one is “just one thing” – you can be both!

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CAPTION COPY TO DESCRIBE THE IMAGES RIGHT ABOVE THIS COPY IN A WAY THAT BRINGS THE CAPTION COPY TO EM TO LIFE STRATEGICALLY. DESCRIBE THE IMAGES RIGHT ABOVE THIS COPY IN A WAY THAT BRINGS THEM TO LIFE STRATEGICALLY.

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Not just a wonderful company but kind human beings who get life, understand creating opportunities and are at the top of their game is extremely commendable and honorable to say the least. This has been a life changing experience.

A VERY NICE CLIENT, FERRERO CANDY CO.

BEFORE

AFTER

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CAPTION COPY TO DESCRIBE THE IMAGES RIGHT ABOVE THIS COPY IN A WAY THAT BRINGS THE CAPTION COPY TO EM TO LIFE STRATEGICALLY. DESCRIBE THE IMAGES RIGHT ABOVE THIS COPY IN A WAY THAT BRINGS THEM TO LIFE STRATEGICALLY.

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OUR BRAND ARCHITECTURE NEEDED TO INCORPORATE PRODUCT INNOVATIONS WHILE REMAINING TRUE TO THE MASTERBRAND. CSB CREATED EXPRESSIVE  BACKGROUND GRAPHICS AND A CALL-OUT SYSTEM THAT HIGHLIGHT NEW FEATURES WHILE AVOIDING DISRUPTION.

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SWEETARTS CANDY DELIGHTS CONSUMERS THROUGH AN ARRAY OF TEXTURES, COLORS AND FLAVORS WHICH WERE IMPORTANT TO CAPTURE. WE PHOTOGRAPHED AND RETOUCHED PRODUCTS IN-HOUSE AND WITH OUR PARTNER MIKE WEPPLO FOR MOUTHWATERING IMAGERY.   

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OUR BRAND ARCHITECTURE NEEDED TO INCORPORATE PRODUCT INNOVATIONS WHILE REMAINING TRUE TO THE MASTERBRAND. CSB CREATED EXPRESSIVE  BACKGROUND GRAPHICS AND A CALL-OUT SYSTEM THAT HIGHLIGHT NEW FEATURES WHILE AVOIDING DISRUPTION.

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WINNER, 2021 GDUSA PACKAGE DESIGN AWARD, FOOD + BEVERAGE CATEGORY

This annual program celebrates attractive graphics, but more importantly the power of effective design to advance the brand promise and to forge an emotional link with the buyer at the moment of truth.

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OUR BRAND ARCHITECTURE NEEDED TO INCORPORATE PRODUCT INNOVATIONS WHILE REMAINING TRUE TO THE MASTERBRAND. CSB CREATED EXPRESSIVE  BACKGROUND GRAPHICS AND A CALL-OUT SYSTEM THAT HIGHLIGHT NEW FEATURES WHILE AVOIDING DISRUPTION.

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SweeTARTS needed to work as a strong family in a cluttered, colorful environment. We unified color and wayfinding to stand out on shelf. 

SweeTARTS needed to work as a strong family in a cluttered, colorful environment. We unified color and wayfinding to stand out on shelf.  

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OUR BRAND ARCHITECTURE NEEDED TO INCORPORATE PRODUCT INNOVATIONS WHILE REMAINING TRUE TO THE MASTERBRAND. CSB CREATED EXPRESSIVE  BACKGROUND GRAPHICS AND A CALL-OUT SYSTEM THAT HIGHLIGHT NEW FEATURES WHILE AVOIDING DISRUPTION.

CORNERSTONE STRATEGIC BRANDING, INC.

LET’S CONNECT:  info@cornerstonebranding.com  212-686-6023

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