Squish Candy: Spring 2020
Squish Candy: Spring 2020
A campaign inspired by two 70s movements: sci-fi culture 👽🪐 and disco aesthetic. Think: when Area 51 🍒✨💎 encounters Studio 54. Creative, art direction, and design by moi.
To start the new decade with bang, Squish Candy launched their Alien Collection: an assortment of vegan gourmet gummies shaped like galactic emojis.
The “Out of this World” campaign presented striking visuals under a contemporary art direction that disrupts traditional candy marketing. The copywriting, inspired by the dramatic tone of news channel headlines, not only engages but also communicates the candy’s value proposition. “They Are Vegan And They Come in Peace!”
Kryptonite Kiwi, Raspberry Retrograde, Big Bang Banana: Like comic book super heroes, we gave the gummies alter-ego names, a colourful way to communicate the different fruity flavours to the consumers.
The vibe of the Squish Candy “Out of this World” campaign was inspired by two movements of the 1970’s: sci-fi culture and disco aesthetic. Think Area 51 meets Studio 54.
The initial campaign’s inspiration
A behind-the-scene of the campaign photo shoot
From store merchandising, to e-blasts and digital content, the Squish “Out of this World” campaign invaded the consumers’ journey in their quest for sweet snacks.
The Out of this World Campaign in a Squish Candy store.
TEAM:
Vickie Rousseau, Josiane de la Sablonnière (Photography); Joffrey Cyr (Styling); Anna Maria Cipolla, Dorothée Cuny, Kathleen Buenio, Martine Allard, Peter Moses (Squish Candy)
