Fresh Taste Produce was looking for a way to give its core line of citrus products more impact at shelf and to boost sales. The Pigeon team went through an extensive exploration into the category to define a new white space to occupy.
The sweet juicy clementines can easily replace sweet sugary treats in kids’ lunches and snacking occasions. In order to be seen as an exciting alternative, the team developed a new brand name and identity that would position Fresh Taste Produce clementines avantageoulsly against other snacks. Through this process, SunCandy Citrus was born.
Pigeon Brands worked alongside the SunCandy marketing team to create a special brand that is joyful, brings a smile to consumers and is easily recognizable by parents and kids.
Featuring brightly coloured citrus net bands with simple citrus iconography, while giving each of the six special citrus varietals their own identity, the brand is able to occupy citrus shelves in-store, and grab attention in all communications (online and in market).
Through the development and launch of the SunCandy brand Pigeon has developed further communications including: Sell Sheets, Digital Out of Home, website design, and social media.