for Australia’s most
loved lolly brand
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.
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.
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.
![Block3 AllensLogo After](https://thethrills.sfo2.cdn.digitaloceanspaces.com/public/Uploads/Block3_AllensLogo_After__ScaleMaxWidthWzE5MjBd.jpg)
![Block3 AllensLogo Before](https://thethrills.sfo2.cdn.digitaloceanspaces.com/public/Uploads/Block3_AllensLogo_Before__ScaleMaxWidthWzE5MjBd.jpg)
We put a smile at the heart of the brand. Starting with the logo.
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](https://thethrills.sfo2.cdn.digitaloceanspaces.com/public/Uploads/Block7_Allens_Sourz_Frog_BG__ScaleHeightWzExMDJd.jpg)
![Block7 Allens Sourz Frog BG](https://thethrills.sfo2.cdn.digitaloceanspaces.com/public/Uploads/Block7_Allens_Sourz_Frog_BG__ScaleHeightWzQ0MV0.jpg)
![Block7 Allens Sourz Frog](https://thethrills.sfo2.cdn.digitaloceanspaces.com/public/Uploads/Block7_Allens_Sourz_Frog__ScaleMaxWidthWzgyNV0.png)
![Block7 Allens Sourz Frog PACK2](https://thethrills.sfo2.cdn.digitaloceanspaces.com/public/Uploads/Block7_Allens_Sourz_Frog_PACK2__ScaleMaxWidthWzUxOF0.png)
![Block7 Allens Sourz Frog PACK1](https://thethrills.sfo2.cdn.digitaloceanspaces.com/public/Uploads/Block7_Allens_Sourz_Frog_PACK1__ScaleMaxWidthWzYxNF0.png)
![Block8 Allens SourzPacks 4000x2250](https://thethrills.sfo2.cdn.digitaloceanspaces.com/public/Uploads/Block8_Allens_SourzPacks_4000x2250__ScaleHeightWzEwODBd.jpg)
![Block8 Allens SourzPacks 4000x2250](https://thethrills.sfo2.cdn.digitaloceanspaces.com/public/Uploads/Block8_Allens_SourzPacks_4000x2250__ScaleHeightWzQzMl0.jpg)
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.
![Block11 Allens PartyFaves 4000x3000](https://thethrills.sfo2.cdn.digitaloceanspaces.com/public/Uploads/Block11_Allens_PartyFaves_4000x3000__ScaleHeightWzE0NDBd.jpg)
![Block11 Allens PartyFaves 4000x3000](https://thethrills.sfo2.cdn.digitaloceanspaces.com/public/Uploads/Block11_Allens_PartyFaves_4000x3000__ScaleHeightWzU3Nl0.jpg)
![Block12 Allens iPhone 960x751](https://thethrills.sfo2.cdn.digitaloceanspaces.com/public/Uploads/Block12_Allens_iPhone_960x751__ScaleMaxWidthWzk2MF0.jpg)
![Block12 Allens Shirt960x704](https://thethrills.sfo2.cdn.digitaloceanspaces.com/public/Uploads/Block12_Allens_Shirt960x704__ScaleMaxWidthWzk2MF0.jpg)
![Block13 Allens Bicycle 4000x1637](https://thethrills.sfo2.cdn.digitaloceanspaces.com/public/Uploads/Block13_Allens_Bicycle_4000x1637__ScaleMaxWidthWzE5MjBd.jpg)
feels like
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