Allen’s Lollysmiths
Brand experience
As kids, we all love lollies. Everyone has their own childhood memories of Fantales, Spearmints and Snakes Alive. But for most, it’s a pleasure we grow out of. So how do you stop adults from leaving their love of lollies behind? By creating an entirely new concept – a sweet boutique.
Nestlé wanted to find a new way for Allen’s to engage with millennials. But one that did more than simply rely on nostalgia. So we developed Allen’s Lollysmiths – a sweet boutique designed to help people reconnect with their love of lollies. Childhood favourites are given a new twist, reinvented with a more premium, hand-crafted feel. Allen’s Lollysmiths re-imagined flavours and forged a new, more contemporary style.
The store
Allen’s LollyBar launched in Sydney in 2016 and sold out of product in the first week. So we did it again in Sydney and Melbourne. It proved that Allen’s Lollysmiths had the potential to be more than simply a pop-up store. With an amazing opportunity to lift the brand beyond the traditional supermarket aisle and create a halo effect for Nestlé’s core range. Working alongside our amazing Nestlé client, we built custom-designed stores in carefully selected sites. And we also created a bespoke e-commerce site, so no one would miss out.
Visual identity and packaging
Creatively, the campaign came to life through the store design, the in-store interface and online store and with the highlight being a range of unique packaging designs. Each and every piece spoke to our millennial market and ensured that lollies are no longer bought by mums and ‘just for little kids’ proving that nostalgia wasn’t the only emotive trigger at our disposal.
Spreading the word
Given non-existent media budget, we’ve had to find some clever ways of getting the word out. Here's a brief selection of creative work that was created to get people’s attention and start the craving.
