Brand Repositioning - SweeTARTS

Problem
SweeTARTS had become nostalgic kids filler candy. Our task was to transform it to a distinctive brand that resonated with young adults.

Insight
Young adults define themselves by their passions, which they pursued unapologetically... until adulthood.

Solution
We turned SweeTARTS into the passionate misfit brand, partnering with influential misfits SeaNanners (gaming royalty), Mo Mo O'Brien (LARPing fanatic), and Billboard's "One to Watch" 2016 artist Troye Sivan to encourage young people to “follow your TART.”

From a truck that makes misfits custom candy flavors, to on-the-ground activations at misfit events like VidCon and Comic Con, social content and more, SweeTARTS was on a mission to fuel the misfits.

Results
The SweeTARTS brand and business transformed, with mostly underground and grassroots efforts. We saw significant lifts across brand health metrics, and exceeded sales objectives within the first month.

Team
Strategy: Yours Truly
Creative Agency: Swift