Project Manager l Art Direction l Graphic Design l Campaign
Airheads has been a growing brand and has used new product Innovation to fuel that growth. For nearly 30 years Airheads had 2 main product forms, Airheads Bars and Xtremes Belts. In 2013, Airheads Bites launched as the first entry into the growing “bites” format.” Since then, we launched new products: X-Bites, Soft Filled Bites, Sourfuls, and Gum. In 2019, we’ll launch Airheads Gummies which may be our biggest yet!
The objective is to get non-chocolate candy lovers To know that Airheads is introducing Airheads Gummies By linking the brand to “Play More, Play Delicious” through TV, social and digital
Non chocolate lovers l Millennials and Gen Z (Ages 12 -24)
THE ASK: To focus on 18-24 year olds
The Occasional User
THE BIG IDEA
"SHOW YOUR TRUE FLAVOR"
Six flavors. A party of accessories. A world of silliness...ONE BAG. Welcome to GummyVision, where Airheads gummies have gone silly.
Six personalities struggle to survive absurd challenges, wacky games, and nutty conflicts; while staring on some of our parody shows of our favorite reality TV shows and games; in order to fulfill the one true mission: to become the UAG - the Ultimate Airheads Gummy.
Our gummy parody shows will be airing during the same time as the real shows! Our shows can be found on social media platforms such as Facebook, Instagram, and YouTube.
Gummy lovers will also have a chance to interact with our characters through their own personal social media accounts on twitter and Instagram!
GAME OF GUMMIES"
MAGAZINE AR EXPERIENCE
The magazine AR experience allows the reader to interact with the characters in a unique way. No more boring ads to read, now the ads will come to life! All you have to do is place your camera over the ad and one of the characters from the ad will pop up and interact with you!
The character will give you info on who they are on the show and how to follow them and watch our episodes. This will allow people to get to know the characters and build a connection.
THE PACKAGING / AR EXPERIENCE
A successful campaign is not complete without the packaging! Along with our partnerships with the different shows this will extend through our packing for the Airheads Gummies.
Our packaging will include our own characters along with the logo for each original show to show partnership, but the fun doesn't stop there.
Inside each back you will have the chance to collect one of our Gummies AR playing cards. This will have the same technology as the magazine ads but now you can collect all 6 of our characters. The more you have the more you can interact. Slide your phone across the cards to make the interaction more fun. Interact with one, two, or all 6!
This concept will allow our fans to want to consume more gummies to collect these cards, take plenty of amazing pictures and post to their social media pages.
Presentation is for viewing purposes only.
Please do not attempt to make copies without consent.
Thuy "Quinn" Pham
Yuan "Coco" Chan