Unlock new levels of flavor.
[ Packaging / Social / Web ]
How do you keep older kids interested in a candy they’ve known forever? Give their curiosity something new to chew on. We took Dum-Dums’ defining strength in flavor and pushed it into stranger territory. Spicy Pineapple. Fried Banana. Pickle. Yes, pickle.
Working with the team from concept and taste-testing through packaging, we built the Flavor Vault: a new lineup with a world of its own to explore. Mythical creatures, animated backstories, and a Monster Manual-inspired site gave kids more to discover. Social and creator taste-tests introduced the range for its exclusive nationwide debut at Five Below.
Brand: Dum-Dums
Agency: Young & Laramore
Creative Director/Designer: Zac Neulieb
Writer: Bryan Judkins
Art Director: Baker Wright
CG Partner Company: Bluezoo
Packaging
The Flavorforms
Flavors this good deserved their own species. We created a mythical mascot for each one, complete with a backstory, custom animation, and a taxonomical name inside a whole ecosystem of questionable biology.
Social
We sent custom PR boxes to creators in relevant TikTok communities, giving them a ready-made question for their next taste test: what does this one taste like? Paid and organic social extended the invitation.
Part product introduction, part field guide. The site presented our Flavorforms in a Monster Manual format, giving each flavor a character to meet and a story to explore.