Gumi Yum Brand World
Gumi Yum Brand World
Candy Campaign by This January
Gumi YumBrand World Building
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.
Watch the case study video
A Simple Idea
Our brand world was created to answer a single question: where does a Gumi Yum Surprise come from?
The residents of Gumiland are fanciful flavor buddies inspired by real kid art, one resident "clan" per gummy stripe flavor.
Watch the :30 TVC
Creating a Brand Mascot
We introduced a new brand mascot: Harriet the Hen, a rainbow chicken who is the creator of all Gumi Yum Surprise eggs.
A Brand Mascot
Harriet will not only star in the commercial, but she’ll soon pop up on store shelves as a plush toy, and could also come to life as the hero of a children’s book, a nightlight, or even a lunchbox.
A Sweet Conclusion
Ultimately, we’ll remind kids where Gumi Yum really comes from — from someone who loves them. (Oh, and from Target.)
