Marks has reimagined Maynards Bassetts' jelly chew pack designs as Jolly Mouth, a bag designed to jump off the shelf into the digital space.
Commissioned to capitalise on the growth space among teenage consumers, the agency sought to combat boredom by providing a pick-me-up and a moment of happiness. Following a review of the teenage audience, they identified a single core insight: "If you don’t exist in their digital life, you don’t exist." With that in mind, they set about creating a pack that could jump off the shelf into their social world – without the need for an expensive social budget.
Each Jolly Mouth flavour has been given its own smiley personality, both in name and style. The bags have been designed with social media in mind, with consumers encouraged to fold the bag in half and share their #JollyMouth. The Jolly Mouth range received a limited launch into independent retailers in November 2017 and will see a wide-scale launch in Q1 2018.
Andy Rouse - Creative Director - Marks
Lou Chorley - Lead Creative - Marks
Tom Jones - Designer - Marks
Rosie Whyley - Project Manager