Resist the Illicit Flavor
Insight
When first launched, the distributor of Smartfood gained 37 lbs from consuming two 4 oz bags of popcorn a day. He described the popcorn as “completely addictive.”
Idea
This popcorn is so addictive that it will derail your life. Resist the Illicit Flavor.
ads
We use the drama portrayed in the pop art style to illustrate the moments where Smartfood has ruined people’s lives.
one call, that’s all
For those whose life has been affected by Smartfood, we know the people to help them get their life back on track.
Comic Gram sagas
We further the visual theme and the drama by turning our Instagram into an ongoing comic strip saga.
let’s see some i.d.
Due to the illicit nature of these snacks, you will now need to show your I.D. to purchase Smartfood in select stores.
the secret Stash
An extra fluffy pillow case, a popcorn flask, a false wall in the pantry and more: keep your snack habits a secret with our special line of sneaky snack safes.
addiction, squared
What’s just as addictive as Smartfood? Candy Crush of course. We make a fun, new addition to Candy Crush, in which popcorn serves as a booster piece to pop and clear the whole board when you connect three pieces.
Copywriter: Jeff Ullery
Art Director: Me