The New Language of Love

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Project Details:

New England Confectionary Co.

Client

Packaging , POP/Displays , Sales Materials

Category

THE CHALLENGE

SWEETHEARTS® candy hearts have been helping people say ‘I Love You’ for more than a hundred years. When the Brand asked us to reinvent its identity, we taught those candies to say lots of new things.

THE IDEA

We started by reimagining the entire Brand ethic, from logo to tagline, and executing that new identity across the core range of Valentine’s Day products. And we worked with the Brand to launch its first-ever summer promotion: Red White & You™, featuring patriotic colors and candy imprints – and a 'heart-felt' partnership with the USO. To make sure everyone got the message, we developed a range of compelling trade communications that helped the Brand win unprecedented retailer buy-in.

THE RESULT

Pure incrementality. For the first time ever, SWEETHEARTS candies sold outside the Valentine’s Day season. SWEETHEARTS have always spoken the language of love. Now they're talking louder than ever.
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