Responding to LOVE, CORN’s challenge to create a 360° campaign for their Sweet & Salty launch , I developed a concept rooted in contrast, celebrating the playful tension between opposing flavours, textures, and moments. The idea positioned Sweet & Salty not just as a flavour, but as a mindset via two representative protagonists. It focused on finding joy in life’s simplest, most unexpected pairings, all culminating to an immersive wedding for all to celebrate the union of Sweet and Salt.

This thinking carried across every touchpoint. Packaging was enhanced to better visualise the flavour union, while in-store activations transformed shelf presence into a thematic moment of discovery and delight. Social-first content leaned into bold, snackable storytelling, combining UGC-style edits, trend-led formats, and playful visual metaphors designed to stop thumbs and spark sharing.

At the heart of the campaign is an immersive wedding experience, designed as the campaign's narrative peak, bringing the Sweet & Salty pairing to life in a playful, memorable, and culturally resonant way. This hero activation created a world the audience could step into, turning the flavour story into something celebratory, experiential, and highly shareable. The event would launch the flavour as a part of a cohesive, high-energy campaign system making Sweet & Salty unmissable across every consumer interaction.