Problem

SweeTARTS had become nostalgic filler candy. It was something you bought for kids on Halloween, not a little treat for yourself. We needed to make it matter to millennials again.

Insight

We define ourselves by our passions, but often feel pressure to tone them down as we “grow up” in adulthood.

Solution

We repositioned SweeTARTS as the unapologetic candy for passionate misfits. With internet icons like Troye Sivan (pop artist), SeaNanners (gamer), and Mo Mo O’Brien (LARPer), a flavor-creation truck, and a presence at places like VidCon and Comic-Con, we encouraged young adults to “Follow Your TART” and wear their weird with pride.

+15%

total portfolio sales lift

+43%

product trial

+35%

repurchase rate