Puré Gummy: #PuréNail

This case study describes how Puré Gummy, a gummy candy brand favoured by young women in Japan, appealed to its fan base by creating an original nail art sheet.

Puré Gummy: #PuréNail

Campaign details

Brand owner: KanroLead agency: McCann Erickson JapanBrand: Puré GummyCountry: JapanIndustry ConfectioneryMedia: Content marketing, Events & experiential, Internet - microsites, Outdoor, out-of-home, Packaging & design, Social mediaBudget: Up to 500k

Executive summary

Puré Gummy is a gummy candy brand that mainly targets young women (one of the characteristics of the candy is that it contains ingredients that young women appreciate, like Vitamin C and collagen). The brand's tagline is "Refreshingly sour candy that ups a girls' energy." To align with the brand's direction,...

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