PROBLEM: Adulthood is being romanticised.
INSIGHT: Being an adult is dull and not what you expected it to be
SOLUTION: Adulting needs a sweetener
We want to create copy-lead posters that poke fun at the truth about being an adult
and then contextualise it by placing them next to things that they relate to.
Gather more adult truths from the audience and sharing them on our social media
We will create a social driven give-away where people can tag their friends and tell us why they have been a good adult and deserve an extra treat.
We will then send them a DM with a unique swipe-up function that gives the person a free Candy Kitten bag to choose from our website.
In store activation
Place out signs with QR codes in aisles and on items that grown-ups tend to buy. If they scan the code and show it in the checkout when they pay they get a free sample of Candy Kittens.
We want to add an extra experimental element to this idea by creating Candy Kittens pop-ups or SweetSpots in busy business areas in London (e.g Canary Wharf and The city of London).
The SweetSpots will be a place for stressed out adults to come in, relax and take a time-out from all their grown-up responsibilities.
The rooms will be filled with sofas, soft pillows, lovely ambiance
and of course loads of Candy Kittens treats.
The pop-ups can also be placed out around the corner from schools and nurseries where we invite parents to make a quick
pit-stop before they pick up their kids.