SMARTSWEETS

SmartSweets is a Canadian candy brand founded in 2017 by entrepreneur Tara Bosch. Since then, it has taken the world by storm and become a fan favorite in the United States. Known for being a healthy candy alternative, SmartSweets can be found at Target, WholeFoods, Amazon, Walmart, and other American stores.

The challenge? Who really wants to buy a candy alternative when the good stuff is sitting on the same shelf? In the fall of 2022, for my senior capstone, a group of fellow peers and myself created a campaign for the brand. Our take: give “healthy candy” a whole new meaning. Instead of focusing on diet culture and the toxic nature of restricting foods, we wanted to reposition SmartSweets to encapsulate what is sweet in life. No longer would SmartSweets be associated with the negatives of dieting, but instead what made the “unsweet” moments in life, sweeter. We wanted our audience of aged women who already feel the pressures of society to look smaller, younger, better and lose the “Mom Bod” to know that SmartSweets understands the chaos of a busy life and applaud them for still showing up. No matter how life gets you down, SmartSweets is there to pick you up and make life a little sweeter.