To modernise and evolve Australia's most iconic lolly brand to remain No. 1 in the category. Second, to optimise and implement consistency across the entire portfolio while retaining relevance, fun and playfulness. Enticing old and new lolly lovers alike.
Life today can feel hectic, packed with routines and responsibilities. But sometimes, all it takes is a tiny moment of joy to turn a frown upside down. At its heart, Allen's exists to give people more reasons to smile—a purpose that truly resonates. That’s why bringing fun to life, not just through our delicious treats but in everything we do, is key to spreading those smiles even further.
Put a smile on Aussie faces with our creative idea Juicy Smiles' - which is all about the big stuff: big on taste, big on personality, big on impact for the biggest juiciest smiles.
We dialled up the playfulness of the Allen's brand and leaned into it unashamedly. As a result, we created more moments of fun for everyone, and more reasons to smile with a new design strategy.
Bringing consistency throughout the range and a fun, modern approach.
Our smile-shaped window served a simple purpose – to create a pack architecture that literally smiles back at you.
The lollies and characters are a big part of the Allen's brand. We gave consumers even more reasons to smile by bringing these lollies to life whilst also dialing up the deliciousness and the textural expectation of their favourite lollies inside.
Custom typography inspired by every lolly grouping, taking on the personalities of their unique propositions.
to
Industry experts' recognised the positive
evolution of Allen's distinct brand assets.
reach
impressions
PR clips
