Niki Jacob - Advertising Art & Design Instructor

Marketing Pitch- Candy Campaign

The Candy Bar Industry: the top 10 favorite chocolates in the United States include the Hershey Bar, Oh Henry, M&Ms, Baby Ruth, 3 Musketeers, Milky Way, Butterfinger, Kit Kat, Reese’s Peanut Butter Cups, and Snickers. 

These Brands have a long life cycle; but every year new candy bars are introduced into the candy market. Because most candy bars are purchased on impulse in the store, the candy bar package wrapper must communicate strongly on its own. 

Therefore, the candy wrapper is as important, if not more, than the actual product and its promotions. In the end, you will be pitching your product to the class in a group presentation. Think of your final presentation and pitch as you create your product.

Learning Objectives: You will create a new company, design a new candy bar product, and create a Strategic Marketing Plan for that product. Fill in the parts of the attached workbook as you go along with each section.

Part 1 Corporate Name & Mission Statement

  1. A corporate name is unique, creative, and relates to a candy manufacturer. It doesn’t copy another candy manufacturer. This does not have to be the candy bar name.
  2. The mission statement should be less than 25 words and defines the purpose of your business and identifies its customers, markets, and products. It is written to inspire others.

Part 2: Primary Target Market

Is this product for kids, adults, or tweeners? Is it a health bar? Is it a straight-up junk candy bar? You will need to figure out who you are selling to before you decide on your candy logo and slogan as they all should be consistent with the target market and how you word things and portray your candy bar.

  1. The Primary Target Market includes the following: Age Range is small and represents a generation (Examples: Ages 5-12, 12-17, 18-21, 21-35, 36-50, 51-older) Do NOT say “all ages”. 
  2. LifeStyle (Examples: healthy, indulgent, active, entertaining, sports-minded, rural, city, camper, hiker, etc.)

Part 3: Product Name, Slogan & Price

  1. The Product Name is unique and relates to the product’s main ingredients and the target market. Ounces are listed on the package and related to price and competitors’ package size. 
  2. Slogan/Tag Line is creative and relates to the candy bar’s main benefit or differential advantage. It isn’t generic or applicable to “any” product.
  3. Price is listed per bar and credibly matches the ingredients/packaging. (If expensive ingredients are included, the bar costs more or vice versa.) 

Part 4: Candy Campaign Logo & Color Concepts

  1. In your sketchbooks, each student will draw 4 different thumbnails of logos for your candy. When complete upload to Google Classroom and discuss with your partner which logos you like the best – choose only one. 

  2. Color Concepts – CMYK/RGB/HEX colors are listed below for each color. You should have at least three, one should be the main accent color.

Color 1
CMYK/RGB/HEX

Color 2
CMYK/RGB/HEX

Color 3
CMYK/RGB/HEX

CMYK

CMYK

CMYK

RGB

RGB

RGB

HEX

HEX

HEX

Student Examples

Part 5: Candy Individual Wrapper Individual Packaging

This is the individual wrapper on each candy bar. Is it a simple plastic wrap or a box? Your choice. Whichever choice you make as a group, the wrapper will be printed out and cut out or packaged (if box). Below is a checklist of items that MUST be on each individual wrapper.
You will need to print out at least 2.

The following are visible on the front of the wrapper: 

 

  • Candy Name/Logo
  • Tag Line/Slogan
  • Images
  • Colors
  • Fonts 
  • Barcode
  • Full Nutritional Facts
  • Weight Ounces/Grams
  • Ingredients

Student Examples

Part 6: Candy Case Packaging for Store Shelves

We have all been to the store and seen candy in a box specifically made for that candy bar, its not just throw on the shelf. And that box is just as important as it grabs your attention as you walk by the store shelves. This box should be big en ough to hold a shelf full of your product.
You will need to print out 1.

The following are visible on the front of the wrapper: 

 

  • Candy Name/Logo
  • Tag Line/Slogan
  • Images
  • Colors
  • Fonts 
  • Barcode
  • Full Nutritional Facts
  • Price
  • Ingredients
  • Corporate Nam

Part 7: Candy Animated Web Ads

Using any Adobe program create a short web banner ad for your candy. Checklist is provided below so you do not miss anything. File Formats Accepted: GIF.

It must include:

  • Colors
  • Images
  • Fonts
  • Tag Line/Slogan

 

37 Humorous Candy Campaigns

Student Examples

Part 8: Candy Color & B&W Newspaper Ads

In any Adobe program you will be creating 4 print ads in 4 different sizes; 2 in color and 2 in black and white (newspaper). Common ad sizes are below. File Formats Accepted: JPG, GIF, PNG, and SWF.

  • 2 Color
  • 2 B/W
  • Images
  • Fonts
  • Tag Line/Slogan

All copy and important artwork must be at least 1/4″ within publication trim size for full-page ads. Allow 1/8″ bleed on all four sides of full-page bleed ads.

Ads less than one full page do not bleed.

MECHANICAL INFORMATION

  • Publication trim size: 8″ x 10-3/4″
  • Publication bleed size: 8-1/4″ x 11″

 

STANDARD ADVERTISEMENT SPECIFICATIONS

 

Unit Size

Width 

Depth

Full page

8″

10-3/4″

1/2 page horizontal 

7”

4-7/8″

1/2 page vertical 

3-3/8″

9-1/2″

1/4 page horizontal

7″

2-3/8″

1/4 page square

3-3/8″

4-7/8″

Student Examples

Part 9: Candy Campaign Website - WordPress

Create a website for your product using WordPress or Adobe Spark. Your website should keep the branding consistency throughout the website.

Colors, Fonts, Images should all match what you already have, you can add more of course.

Navigation to each page

  • HEADER with  Candy Name/Logo and Navigation Menu
  • FRONT PAGE: Tag Line/Slogan
  • FRONT PAGE: One of the color ads
  • PAGE 2 ‘Nutrition’: Full Nutritional Facts & Ingredients
  • PAGE 3 ‘About’: Corporate Name & Mission Statement
  • FOOTER: Navigation Menu,  Candy Name/Logo and Corporate Name

Part 10: Candy Campaign Group Presentation - Slideshows

You will be pitching your product to the class in a group presentation. Each part of this workbook should have its own dedicated page, if not more for images.

Remember you are pitching this product to the class, so remember the slogan/tagline matters. The ingredients, do they matter? Why do the colors matter? The images? Think as you put the slideshow together.