“PARTY TONGUES”
POP ROCKS — the only candy that can make some noooiiiise.
Role - Art Direction, Concept | Illustrator - Milana Alexandra
PROBLEM
With many competitors rising in the candy market, the nostalgic candy, Pop Rocks seem to fade into the background — Culturally and physically.
How can Pop Rocks upscale and slightly rebrand with a hint of refreshment and hype, yet not lose touch with who they are in people’s memories?
INSIGHT
The uniqueness that Pop Rocks candy brings to the table, are the sounds and the sensation exploding in our mouth.
Bringing Pop Rocks back to people’s radar, and reminding them that no other candy, can party like Pop Rocks.
SOLUTION
Boldly upscale Pop Rocks’ sensation, bring it off limits from our tongues and transform into a full body, IRL experience.
Make people feel the “vibe” before even putting the candy in their mouth.
Rock on baby. Let’s make some noooiiiise. 🤟🏼
PRINTS & MEDIA PLACEMENTS
A Pop Rocks logo is hidden somewhere in each print, anyone in public who spotted the logo can submit their findings on Twitter (now “X”) and Threads with #poprockspopup to redeem a free goodie bag at Pop Rocks pop-up events.
Logo is hidden on the teddy bear’s t-shirt.
Logo is hidden on the girl’s nose ring.
Logo is hidden on his beard bead second to the right.
For any age, any time, any where, ANY OCCASION.
Social Engagement
This elevated, engaging, party-like Pop Rocks experience brings together participants’ all 5 senses when they interact with their pop-up environments.
THE “PARTY TONGUES” POP-UP
These social engagements aim to level up how Pop Rocks Candy feels on one’s tongue to a full body sensation. The fruity smell, the popping sound, the electrifying feeling, the refreshing taste with an upgraded visual experience.
POP ROCKS,
POP UP.
