In the hyper-competitive world of confections, launching a new product isn’t just about taste — it’s about experience. For Promotion In Motion Companies, Inc. (PIM), one of North America’s leading confectionery manufacturers, the debut of Gummi FunMix™ was an opportunity to do more than introduce a delicious new candy line. It was a chance to throw a party in a bag and invite fans to join in.
That’s where our team at eDesign stepped in.
As a digital agency that thrives on creating bold, immersive, and strategic experiences, we partnered with PIM to craft a campaign that would do justice to their exciting new product.
We brought Gummi FunMix™ to life with a vibrant visual identity, an engaging sweepstakes campaign, and a high-impact landing page, all designed to drive in-store traffic and retail momentum.
The Strategy: Fun, Flavor, and a Whole Lot of Rock & Roll
When you’re working with a brand that offers over 60 gummi varieties across six epic flavor mixes, from Blue Raspberry Rings to Sour Worms and Gummi Soda Pops, subtlety goes out the window. This campaign had to be big. Loud. Colorful. And FUN.
We designed a sweepstakes-driven social media campaign with a punchy, rock-and-roll vibe that encouraged fans to share their most fun Gummi FunMix moments. From poolside parties to road trip snack-stops, users submitted selfies for a chance to win sweet prizes — all while helping spread the word.
The campaign was more than just a sweepstakes; it was an invitation to play. It tapped into the lifestyle of our target audience: young, social, experience-driven candy lovers. By celebrating user-generated content and rewarding brand engagement, the campaign generated measurable buzz while maintaining a completely organic feel.
The Website: A Digital Flavor Party
To anchor the campaign, we designed a six-page landing site that brings the candy’s energy to life. With dynamic parallax scrolling, floating gummi pieces, and a color-packed grid design, the site became an immersive brand experience, not just a marketing tool.
With just the product packaging as our starting point, we developed a look and feel that communicates everything Gummi FunMix™ is about: fun, variety, and flavor. We designed the UI to highlight each product mix, educate visitors on the diverse array of flavors, and, crucially, make it easy to find where to purchase.
Whether you’re into the sweet, the sour, or a mix of everything, this site makes you want to grab a bag and join the party.
Why Sweepstakes Work: Driving Digital Engagement Into Retail Action
Sweepstakes are more than a marketing gimmick. When executed well, they’re a powerful driver of both brand engagement and retail traffic. Here’s why this strategy worked so well for Gummi FunMix™:
- Engagement at Scale: Sweepstakes incentivize participation. Everyone loves free stuff, and the act of submitting content (especially photos) creates a deeper level of involvement. A $25,000 grand prize and $1,000 in instant wins made the Gummi FunMix sweepstakes too sweet to miss.
- UGC as Social Proof: Sharing real fan moments builds authenticity. Seeing your friends post their #FreeTheParty wins is a lot more persuasive than a polished ad.
Retail Follow-Through: When users see others enjoying the product, especially with clear calls to “Find Gummi FunMix™ Near You”, they’re more likely to pick it up on their next snack run. - Seasonal Timing: Launching in the heat of summer gave the campaign a playful, seasonal lift, perfect for on-the-go snacking moments that begged to be shared.
Creating More Than a Campaign
We’re proud to have been part of this flavorful, high-energy launch. From web design and UX to campaign strategy and content, every element of the Gummi FunMix™ rollout was designed to excite, delight, and invite consumers into the brand story.
And it worked. The sweepstakes drove buzz. The website brought the brand to life. And most importantly, the candy flew off the shelves.
If you’re looking to turn your product launch into a full-blown experience and create a campaign that truly resonates with people (and your product), let’s talk. Because when fun meets strategy, magic happens.