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THE BRIEF
For a unique co-branded campaign, the SweeTARTS brand developed custom gummy shapes themed to popular NCAA college teams, allowing fans to celebrate their favorite team with their favorite candy treat. The SweeTARTS team selected ICON both to design the product and deliver campaign executions for every touchpoint.
THE RESULT
The built-in fan base for each school showed enthusiasm for these limited-edition products, which were available for purchase at college stadiums and bookstores. In addition to designing the custom shapes of the college-themed gummies, ICON also developed the full line of packaging and point-of-sale displays (floorstands, countertop and club displays) for each school, as well as creating the advertising, collateral and digital graphics displayed on stadium billboards during games.
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