After decades as a candy classic, the Nerds brand needed a packaging refresh to bring it up to date. At the same time, the brand was launching a new product, Big Chewy Nerds. Parent company Ferrara needed the product to boost growth and reach a new audience of millennial and Gen Z consumers. The challenge was that they had no advertising budget for the product, so packaging and merchandising would have to do the heavy lifting.
After doing some research, we saw significant opportunity to be disruptive by creating a packaging look that was unlike anything else in the candy aisle. We broke brand guidelines to create macro closeups of the Nerds characters, dialing up their infectious attitudes through larger-than-life illustrations. The resulting packaging created an immediate emotional connection with shoppers, allowing the brand to achieve rapid growth and an award win.