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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 the old-school rolls


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.

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!

Awards Won:

2021 GDUSA Package Design Award in the Food + Beverage category.

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