Calling all flavor explorers.
The only thing better than a good thing? More of that good thing.
So when Dum-Dums asked for ideas to reach older kids, we started with what makes their classic lollipops so special: their flavors. Then we said, “How ‘bout some more?” Thus began the Flavor Vault, a lineup of curious and intriguing flavors to delight the tastebuds and imaginations. Think Spicy Pineapple, Fried Banana, even Pickle.
We worked with Spangler from concept to taste-testing and packaging to bring the new flavors to life. Then, we launched the lineup on social and kicked off the exclusive debut at Five Below stores across the nation. It’s everything kids love about Dum-Dums, taken to the next level for a new age group.
Packaging
Imagination, unlocked.
Our packaging leans into a sense of childlike wonder. Bright colors and lively illustrations showcase the top-secret vault where Dum-Dums keeps its most extraordinary creations.
Landing Page
We celebrated each flavor with a mythical mascot—complete with a backstory, custom animations, and its own taxonomical name.
Social
Social Campaign
On and on and on.
The fun didn’t stop with the launch. We kept up the conversation with organic content about the Flavorforms and the exclusive release at Five Below.
Launch Teasers
A delicious mystery.
Our social strategy was all about piquing curiosity (and then rewarding it). Teasers invited fans to decrypt and decode flavor names. By launch day, they were ready to rush out and try them all.
You have 5 days to prime your taste buds. #candy #flavor #dumdums
The Great Unlocking begins…and 8 wonderous new flavors stir. #candy #flavor #dumdums
Here’s a calming mantra: 8 flavors. 3 days. 8 flavors. 3 days. 8 flavors. 3 days. 8 flavors. 3 days. #candy #flavor #dumdums
All that stands between you and next level flavor: 2 days. #candy #flavor #dumdums