be iconic, be bold… be both
Over the years, SweeTarts, the original sweet and sour pressed candy invented in 1962, expanded its product offerings way past just the old-school rolls. They now also make giant tablets, ropes, chewy candy, lollipops, sour candies, and gummies.
When SweeTarts came to CSB for help, their packaging called attention to the unique differences among their products, but the brand itself was getting lost on the shelf. Our challenge was clear: Unify the portfolio without losing the personality of each product.
CSB chose to restore the iconic pink (sweet) and blue (tart) background split that had been in use for 55 years of the brand’s history. This aligned with the brand’s new “Be Both” campaign, which declares that no one is “just one thing” – you can be both!
We are extra proud that our work on SweeTARTS received a 2021 GDUSA Package Design Award in the Food + Beverage category. This annual program celebrates attractive graphics, of course, 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.