Creating the Story of Funables
Ferrara Candy Co. wanted to reinvigorate a newly acquired fruit snack brand.
Our challenge was three-fold:
Create a name and brand with meaning and growth opportunity.
Develop a creative platform and tagline to express the value proposition that would appeal to our target consumer — parents!
Launch with a big moment to drive awareness, consideration, and ultimately sales.
In 2021, families were preparing for a ‘renaissance of play’ as parents were taking on more responsibilities as at-home educators and playtime became interspersed with learning.
So we created…Funables!
With playful shapes, bright colors, and games on the packaging, the product is inherently fun — so we landed on a new name to celebrate that, making snack time synonymous with play time.
To launch, we wanted to find the most playful way to tell the Funables story.
So, we turned to the real experts of fun — kids — and asked them to imagine how Funables was created while artist Nadia Maneechote captured their tall tales through whimsical illustrations.
Both parents and kids loved it.
0 %Sales Growth — a whole lot more than the 7% Goal!
0 %Overall Awareness vs 35% Goal
0 %Brand Recall vs 78% Category Benchmark