Original Gummi FunMix
My role
Creative Direction, Copywriting, Campaign
Development & Content Ideation
Industry
Food & Drink
Yes, “FunMix” is one word and it irked me the entire time I wrote for this brand. Moving on. Gummi FunMix came to us looking for…well, a lot. As a relatively new player in the gummy candy game, they needed an ownable tonality, brand positioning and campaign to help drive awareness around their offerings. Thankfully, they had a taste and mix that was unique to the category and a groundswell of “underground” fans. Knowing this, we dug deep into fan conversations to learn what types of content Gen-Z was engaging with, how they talked and what made them loyal.
From there, we developed and launched a new brand persona across social, digital and e-commerce, completely redeveloping their Amazon pages and rolling out their new omnichannel campaign, “A Party in Every Bag,” which won four NJ Ad Club Awards for Best in Social Media, Social Brand Building, Digital Display and Rich Media.
Check out the goods...
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