Cannes Lions

AH Suikerwerk

DBOD, Amsterdam / ALBERT HEIJN / 2016

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Overview

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Credits

Overview

Description

To emphasize the purity/naturalness of this candy range we deliberately choose a white canvas base. But there is more. Using this white canvas also allowed us to disrupt an otherwise hysterically hued candy category. And it created a perfect clean platform on which we could unveil a playful, creative and fun ‘It’s Magic’ concept that combined black and white illustration with bright, crisp product photography. This illustrative layer introduced a unique personality to the candy category, helped bring the actual product to life in a joyful way.

Execution

Every packaging has its own little magical story. So almost 40 little stories in total! The unique illustrations make the products come to life. No detail is left untouched. We play around with product names, product shapes, product claims, etc. Which results in a very lively, vivid and playful assortment that really stands out. Who says being responsible can’t be fun?!

Outcome

The impact is enormously strong. Due to the fact that every product has its own little magical story the products are more impactful and memorable. The shelf impact is very strong due to the fact that every design is unique yet connected. And throughout the category sales have increased. Some varieties show even double digits in growth.

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