Super Zuper was a successful hard sour candy that had been known as the top-of-mind sour candy in the market.
Following the previous success, client wanted to launch a sweet lollipop candy using the same brand name. The problem was how to establish and differentiate the mother brand with the variant brand that stands in a different category.
We answered this challenge by focusing on an emotional benefit that can appeal to both variants. Sour candy talked about "the thrill of real sour", while lollipop candy talked about "the thrill of sweet mango"
By not varying the emotional and spirit of the two products, we kept the previous advertising investment intact.
Agency is in the preparation stage to conduct a post-launch survey.