How IT'SUGAR built a bold (and slightly risqué) candy brand

This event report outlines how IT'SUGAR, the U.S. candy retailer, has built a distinctive brand by mixing boldness with an “unapologetic” philosophy.

How IT'SUGAR built a bold (and slightly risqué) candy brand

Stephen WhitesideWarc

IT'SUGAR is a candy retailer with an unusual product portfolio including sweet treats such as “Camel Balls” bubble gum, “Colon Blow” cereal and a box of Sour Patch Kids that weighs nearly two pounds.

With 100 stores across the United States – and forecast revenues of $82million in 2016 – its attempts to stand out using provocatively-named items and outsized containers reflect a wider goal of letting people proudly enjoy their occasional indulgences, rather than feeling guilty.

“Let's build a store where a consumer can say 'yes'...

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