Smart Sweets Ad Campaign
This semester long capstone project was for my senior Creative Advertising Campaigns class. Our agency, Sweet Media Co, developed an advertising campaign for Smart Sweets which is a brand that’s redefining candy for the better. The big idea is "Smart Sweets are the best healthy candy alternative for diabetics." The campaign tagline is "Sweets the Smart Way."
Project: Advertising
Date: Spring 2025
Client: Smart Sweets
Role: Creative Director
Collaborators: Madalyn Cornwell, Isabella Wanshon, Nishka Jarral
Ask: Create a complete advertising campaign that includes multiple types of deliverables tailored to your chosen brand
After conducting both primary and secondary research about the brand, our group decided to target millennial moms in the upper middle class who have children with diabetes. This is primarily due to the fact that Smart Sweets are made with significantly less sugar than regular candies. Therefore, they are a healthier and safer alternative candy brand for diabetics without the drastic fluctuations in blood sugar. We wanted to ensure that children with diabetes can still enjoy candy, but in a safer way.
