PARTY IN YOUR MOUTH
Ad campaign
The gummiest
snack of all
snack of all
If you were ever a kid, you’ve definitely eaten gummy bears or worms. Well, Yummi Gummi are those very bears and worms.
Kids and grown-up kids still love them. But the gummy category is huge, and people don’t always notice the brand. That’s why Yummi Gummi needed advertising.
Kids and grown-up kids still love them. But the gummy category is huge, and people don’t always notice the brand. That’s why Yummi Gummi needed advertising.
SO WE STARTED THINKING
HOW TO MAKE YUMMI GUMMI EVERYONE’S FAVORITE
But first we ate a lot of gummies to study our own feelings. And we asked people to share theirs.
And we learned a lot of interesting stuff
“An orgasm for your teeth”, “Obsessed”
“It’s like alien food:
you don’t buy them when you’re hungry”
“I eat the red and green ones first”
We realized nobody buys gummies every day.
People buy them when they’re bored: to kill time at work, get through a lecture, survive a traffic jam, or just have something to chew on at home in front of a movie. All of this points to one thing…
“It’s like alien food:
you don’t buy them when you’re hungry”
“I eat the red and green ones first”
We realized nobody buys gummies every day.
People buy them when they’re bored: to kill time at work, get through a lecture, survive a traffic jam, or just have something to chew on at home in front of a movie. All of this points to one thing…
people have emotional hunger
And Yummi Gummi satisfies that hunger. Because it’s less a snack and more entertainment. Very tasty entertainment.
That’s how the “Party in Your Mouth” concept came about. These gummies have such a rich flavor and such a pleasant texture—it’s as if someone started a brightly colored, chewy party right in your mouth.
So that’s what we showed in the videos. And we created an entire gummy party park where all the Yummi Gummi gummies live.
So that’s what we showed in the videos. And we created an entire gummy party park where all the Yummi Gummi gummies live.
Sales grew 42% over the course of the campaign
And now a little
about gummy craft
That’s a whole story in itself. We had to create an entire world and everyone who lives in it. That’s harder than just chewing gummy bears. So let’s take it step by step.
First, sketches
We wanted our characters to be as cute as the gummies themselves. So at the sketch stage we went through tons of options looking for the perfect ones. Once we had characters we were happy with, we moved on to sketches of the world they hang out in. That’s how the party park appeared: not detailed yet, but already big and fun, with its own bar, rides and dance floors.
Next, we placed the characters
in the party park
in the party park
Then the animation director taught the characters to move, talk, jump and even kiss.
Then came textures
Next, we had to make our characters as colorful as in real life and more jelly than jelly. Then color in the party park. Because what kind of party is it when everything around is gray? Exactly.
time to start
the party in your mouth
