gummi funmix

Original Gummi FunMix is a brand of gummy candy manufactured by PIM, inc. — the makers of household staples like SunMaid Chocolate Raisins and Welch's Fruit Snacks. We pitched and won the business in 2018 with a series of ideas that took them from dull anthropomorphic gelatin to a twisted world of perpetually-partying gummi characters.

Creative Director

Ed Adams

copywriter

Katie Oldenburg

agency

Revolution Digital

awards

Best in Show
NJ AdClub, 2019

gummi funmix bag and two social media posts on iphones

free the party

How do we take a word like "party" away from a history of uninspiring birthday, sports, and holiday events? Redefine it as a verb—it's not something you go to, it's something you do. It was this idea that guided all future creative—and it was approved by the client faster than we could present it.

a social media sugar high

Gummi FunMix didn't have a brand—they had a bag. So we took that bag and created a world for the gummis to live in—bright colors, bold type, and a vibe like Pee Wee Herman at a hip hop show sponsored by Adult Swim and Monty Python.

Our in-feed content was an ongoing experiment that ranged from pop culture references to twisted holiday posts and not-so-subtle references to sex and booze. I still can't believe the client approved some of these.

Gummis + gamers

Our strategy and community management teams discovered a sweet spot for our fans within the gaming and anime worlds. Twitch, Fandom, Crunchyroll, and Reddit became our playground for a series of homepage takeovers, rich media ads, and traditional banners—placing Gummi Funmix right into their world.

tiktok + influencers

To support our sweepstakes for the new Tropical Fish gummis, we worked with their PR agency to secure support from TikTok influencers that ultimately had between 3M and 8M followers. The result was a massively successful campaign that had so many entries, it crashed our server—a situation that we simply made more content out of :)

community

Our followers and community managers wanted some branded content to play around with: stickers, response GIFs, and an overall tone of voice. We created a bunch of unbranded content to fulfill their wishes and give the people something to play with.

like red bull is to extreme sports, gummi funmix should be a cultural engine to the young millennial

events + sweepstakes

Gummi Funmix secured promotional sponsorships at both Welcome to Rockville and Live Nation and needed to amplify their presence. Featuring artists like Metallica, Juice Wrld, and The Offspring, we were situated among our target (young millennials) to support the brand with on-site activations and sweepstakes.

snack-sized ads

With numerous new product launches, we needed a way to hit hard without the financial resources of a television campaign. Enter our YouTube :06 pre-roll ads.

king-sized ads

The client wanted to support product sales at specific C-Stores in suburban areas around colleges. We worked within a media buy that placed our masterbrand billboards on highways near easily-accessed WaWa and Quik Chek stores.

organic content

With a shift to a new client and budgetary adjustments, there was a request to build a pillar of unbranded, organic work. That gave us a ton of conceptual flexibility—memes, cartoons, and more opportunity for weirdness. In response, I started integrating ProCreate illustrations and learned enough of Blender so I could bring the gummies into a static 3D world.