Start Firm

Following the previous success, client wanted to launch a sweet lollipop candy that has sweet taste instead of sour taste.  The problem was how to establish and differentiate the mother brand with the variant brand that stands in a different category.

Finish WOW

We answered this challenge by focusing on an emotional benefit that can appeal to both variants.  The Sour candy talked about “The Spark of Electric Taste”, while lollipop candy talked about “The Spark of Sweetness” to keep the previous advertising investment intact.