Sugar-Free Haribo Gummies Campaign
A collaborative project completed in my SMAD 252 Copywriting class. The full campaign includes one Instagram post, one Instagram story, and a billboard.
The Ask
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To sell sugar-free gummies and expand the brand to make it more inclusive for individuals with type 1 diabetes.
Target Audience
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Our intended audience is Gen-Z with type 1 diabetes. This audience was born with diabetes and has had to limit sugar their entire lives, therefore they are always looking for alternatives that can satisfy their sweet tooth without compromising their health. 11.6% percent of the U.S. population has diabetes, making this a desirable market for the sweets industry.
The Big Idea
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This target audience won’t have to worry about their health when purchasing this product because it is created with their restrictions in mind. In other words, they can eat this treat “guilt-free”.
The Deliverables
Billboard
Bold statistic to capture the attention of the target audience and make them wonder how the product relates to their condition.
Visual to support statistic.
Instagram Story
Tagline to emphasize the problem the product solves.
Instagram Post
Consistent, bright, brand colors.
Collaborators and Role
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Collaborators: Ruby Powers and Nishka Jarral
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My Role: I conceptualized and designed the billboard ad and approved the overall design for both social media posts.