Sweet & Salty Launch Campaign

LOVE, CORN

The Brief

To create a launch campaign and packaging concept for LOVE CORN Sweet & Salty, introducing a new flavour built around the collision of honeyed sweetness and salted crunch. The challenge was to make the flavour combination feel bigger than a product announcement. Sweet & Salty needed a campaign world with enough personality to stretch across social, email, PR, retail, sampling, merchandise and packaging, while staying true to LOVE CORN’s bright, playful brand energy.

Insight

Objective:

Sweet and salty is not a flavour combination. It is a personality clash people already understand. The opportunity was to turn that contrast into a story: two energies that should not work together but somehow do, personified as a tongue-in-cheek romance that moved the launch beyond flavour description and into the joy of not having to choose.

To create a launch campaign and packaging concept for LOVE CORN Sweet & Salty, introducing a new flavour built around the collision of honeyed sweetness and salted crunch.

The challenge was to make the flavour combination feel bigger than a product announcement. Sweet & Salty needed a campaign world with enough personality to stretch across social, email, PR, retail, sampling, merchandise and packaging, while staying true to LOVE CORN’s bright, playful brand energy.

I developed the full campaign concept, creative strategy and visual direction for this LOVE CORN interview task, originating the Better Together platform, Sweetie and Sal characters, shopper activation, social, email, PR, merch and event ideas. My role also included designing a special-edition packaging concept that made the flavour and product more prominent on pack, with visuals created through a mix of hands-on design and AI-assisted concept visualisation.

Role: Concept, Creative Direction, Experience Design, Visual Direction and Presentation Design
AI-Assisted Concept Visualisation: Directed by André Harris, Jr.

Role & Credits

I developed the full campaign concept, creative strategy and visual direction for this LOVE CORN interview task, originating the Better Together platform, Sweetie and Sal characters, shopper activation, social, email, PR, merch and event ideas. My role also included designing a special-edition packaging concept that made the flavour and product more prominent on pack, with visuals created through a mix of hands-on design and AI-assisted concept visualisation.

Role: Concept, Creative Direction, Experience Design, Visual Direction and Presentation Design
AI-Assisted Concept Visualisation: Directed by André Harris, Jr.

Sweet & Salty Launch Campaign

LOVE, CORN

Sweet and salty is not a flavour combination. It is a personality clash people already understand. The opportunity was to turn that contrast into a story: two energies that should not work together but somehow do, personified as a tongue-in-cheek romance that moved the launch beyond flavour description and into the joy of not having to choose.