Common Denominator: The Jelly Bean
This brand study explores two companies that stand out to me whenever I think about candy. Through the commonality of the jelly bean, both brands share bright color palettes and playful marketing strategies. I created a packaging mockup paired with a social media strategy to re-ignite interest in a product purchase.
Why Not Candy Crush?
Jelly Belly has collaborated with major brands such as Mattel, Harry Potter, and Kureig DrPepper; why not with Candy Crush? Candy Crush has a dedicated fanbase who burst at the chance to crush new levels. Occasionally, you might encounter videos going viral of people figuring out whose mom has the highest level in Candy Crush. ​
I enjoy the creative use of packaging that Jelly Belly has made with some of its past collaborations. They are not afraid to create custom packaging to fulfill customer expectations of their collaborator. I opted to use the standard Jelly Belly box packaging to keep it familiar and simple.
Traditional experiences like holding a box could mobilize interested gamers and the curious to taste the adventure within these sweet jelly beans. Leveling up the experience by using a QR code to access a custom game level would be a stronger incentive to purchase a box. ​​​​​​​
Driving
Social
Interests
The candy that became the nightmare of the middle school lunch table, testing the might of many of my friends. Doomed to taste smelly feet or grapefruit?
Unique flavors and collaborations keep a simple product interesting over the years. To match the wild nature of some of the flavors, Jelly Belly has fun marketing strategies. ---explain.
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Obscure, yet silly posts a month before the release of the physical product allow time to create chatter in Facebook forums, gradually hinting at a new level respectively for Candy Crush. United by a marketing strategy - Boosting players on the game and Jelly Bean sales would equal success.
