Working together with CandyKing, Sunrise began identifying the key characteristics that make both pick & mix candy and CandyKing unique. The findings were that for many, pick & mix candy is all about choosing your favourites, as well as small, personal rituals, like sorting the candy or eating it in a specific order. CandyKing plays right into this insight, as a main characteristic of the brand is that it has something for everyone – from those who like to sort by colour to those who only choose chocolate.
Armed with this insight, Sunrise decided to use CandyKing’s colourful new universe to communicate the endless mixing possibilities for customers. The aim was to use the same sense of humour and play found in the rituals of picking, mixing, and enjoying CandyKing in its social media content. The goal is ultimately to create nice, cosy moments for couples, singles, and the whole family.
Furthermore, to adapt CandyKing for the Danish market, Sunrise dug into the most popular products among Danish consumers, as well as what kind of social media content they interact most with