Niche Brand Development

THE BRIEF

Inspired by Latin American corner fruit stands and Latin culinary trends, our client wanted to create a “Dulcería” product umbrella to expand the reach of their beloved Nerds, Pixy Sticks, Laffy Taffy and Fun Dip candies. These exciting new products were designed to attract millennials and Hispanic consumers to the tropical and spicy flavors popular in emerging markets. They also offered a unique twist on brands already well-known in the marketplace.

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THE RESULT

ICON developed original packaging concepts for each of the product lines, which included creating original illustrations and transforming Nerds characters into ¡Lucha Grande! wrestlers. Overall the campaign did so well that the Nerds Dulcería Mango Chili/Guava package won the Best in Show: Most Innovative New Product Award at the 2017 Sweets & Snacks Expo in Chicago.

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