GGS Slymez

The Challenge: Launch a bold and sour new product to win tweens back to the brand, with design that's both within the family and yet completely disruptive.

The Work: Competitive analysis and brand architecture research on the sour treats the age cohort loves, including a deep dive into what makes mascots age relevant. Accelerated development of the entire subbrand with an aged up character, bold new coloring, 12 pieces of artwork, and C-store merchandising vehicles to meet the audience where they are.

The Results: 7 SKUs in store and online, a 68% raise in Annual Contract Value with retailers, and requests for Target Exclusive to go National across retailers by 2027.