Still got it.
They just weren't buying it.
With 89% brand awareness, Love Hearts was the most recognised brand in the Swizzels portfolio. People knew it, loved it and smiled when they saw it.
Consumers were moving towards softer sweets and nostalgia alone wasn't enough. The challenge was to give people new reasons to choose Love Hearts without losing what generations already loved about it.
I started with consumers. Their insight shaped a careful refresh of the packaging and logo, keeping Love Hearts familiar but making it relevant to a younger audience.
Then I changed something that had barely been touched for decades: the messages on the sweets themselves.
In 2017, I introduced emojis as a limited edition. They proved so popular they stayed.
Later, the messages broadened again to celebrate friends, family, kindness, positivity and self love. There was a Love Heart for everyone.
People started buying Love Hearts again. The decline reversed quickly, with the brand delivering +33% year on year growth.
An iconic brand had found new relevance without losing the things people had loved about it for generations.
Still got it.
They just weren't buying it.
With 89% brand awareness, Love Hearts was the most recognised brand in the Swizzels portfolio. People knew it, loved it and smiled when they saw it.
Consumers were moving towards softer sweets and nostalgia alone wasn't enough. The challenge was to give people new reasons to choose Love Hearts without losing what generations already loved about it.
I started with consumers. Their insight shaped a careful refresh of the packaging and logo, keeping Love Hearts familiar but making it relevant to a younger audience.
Then I changed something that had barely been touched for decades: the messages on the sweets themselves.
In 2017, I introduced emojis as a limited edition. They proved so popular they stayed.
Later, the messages broadened again to celebrate friends, family, kindness, positivity and self love. There was a Love Heart for everyone.
People started buying Love Hearts again. The decline reversed quickly, with the brand delivering +33% year on year growth.
An iconic brand had found new relevance without losing the things people had loved about it for generations.