RETAINING #1
for Australia’s most
loved lolly brand

Block2 Allens StrawbCream
Block2 Allens StrawbCream v2
Block2 Allens Banana 1045x1083
Block2 Allens Banana 1045x1083

THE BRIEF
Modernise and adultify Australia’s most iconic lolly brand. The goal? To remain number one in the category. To be fun, playful and relevant. And to entice old and new-age lolly lovers alike.

THE INSIGHT
Life today can be a little hectic. All routines and responsibilities. But sometimes all it takes to turn that frown upside down is the smallest moment of joy.

Block2 Allens Minties Small

THE IDEA
Put a smile on Aussie faces. We dialled up the playfulness of the Allen’s brand, leaning into sweetness and silliness unashamedly. As a result, we created more moments of fun for everyone. And more reasons to smile.

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We put a smile at the heart of the brand. Starting with the logo.

We developed a new design strategy. Flexible and modern. Allowing limited editions and sub-ranges to take on personalities of their own and drive appeal for their unique propositions.

We developed a new design strategy. Flexible and modern. Allowing limited editions and sub-ranges to take on personalities of their own and drive appeal for their unique propositions.

Characters are a big part of the Allen’s brand. They’re quirky, a little outrageous and fully inspired by the lollies inside the pack. The kind that brings a smile to people’s faces.

Block7 Allens Sourz Frog BG Block7 Allens Sourz Frog BG

We wanted to zap some excitement into the new generation of lolly lovers. Entice them to explore Allen’s new ranges. So, we went all out on the kind of intensity and craziness that teens today love.

Block7 Allens Sourz Frog
Block7 Allens Sourz Frog PACK2
Block7 Allens Sourz Frog PACK1
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We wanted to zap some excitement into the new generation of lolly lovers. Entice them to explore Allen’s new ranges. So, we went all out on the kind of intensity and craziness that teens today love.

We ideated and produced a series of social campaigns to activate the brand in scroll-stopping ways. Stir up some excitement and be seen where we knew young people would be looking.

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EFFECTIVE
feels like THIS

RETAINED #1

lolly brand for 3 years in a row and continue to grow the Allen's brand

 

Since working in partnership with the thrillsTM we have modernised the iconic Allen’s brand, delivering new ways to bring smiles to the category. The design strategy they developed has paved the way for Allen’s to attract new audiences and lolly lovers.

Joyce Tan
Head of Marketing Confectionary, Nestle

WHAT WE DID:

  • Brand strategy
  • Brand architecture
  • Portfolio strategy
  • Brand identity
  • Brand guardianship
  • Brand experience
  • Naming
  • Packaging design
  • Animation
  • Character Illustration
  • Digital Strategy