Gumi Yum Surprise (the Kinder egg for the 21st century) is taking the candy world by storm. The product is having a huge growth year, but it didn’t have any brand advertising or grounding brand story. The Gumi Yum team came to This January looking to build a brand platform and storytelling component to an already-amazing product. We started with a rainbow striped gummy egg, and built a whole world surrounding it, the land where all Gumi Yum Surprise eggs are born: Gumiland.

We created a vivid brand world to pique kids’ imaginations, with characters inspired by real kids’ drawings. And we created a rainbow brand mascot named Harriet the Hen at the center of Gumi lore, responsible for the creation of all Gumi Yum eggs.

The brand platform is already working: awareness jumped 32% in the first four weeks of the campaign, and the spot has an 80% completion rate even when purchased as a skippable unit. We're so excited to see how Gumiland will continue to unfold 🌈