Creative Work of the Week: Maynards Bassetts' redesigns for the selfie generation
Another week of Creative Works voting has produced another Creative Work of the Week – Marks’ redesign of Maynards Bassetts’ sweet packets.
The agency has reimagined the heritage brand’s 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, Marks set about creating a pack that could translate into the digital 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 will see a wide-scale launch in Q1 2018.
