We found that one of the most unique parts of SweeTarts as a brand is the clear duality between the candy's prominently advertised flavor profiles, and how those "flavors" can also be found in everyday conversation.
From this insight, we decided to showcase these contrasting tones via backhanded compliments- from the mouths (or lack therof) of the candies themselves.
Copywriter: Nina Stitt
Instagram AR Filter
During World Compliment Day on March 1st, we would launch the SweeTarts Compliment Filter- an Instagram AR filter that displays a random passive aggressive insult once the user starts recording.
Bittersweet Poem Generator
By simply entering in a first name, users would be given a unique passive aggressive poem, written just for them!
Users would be encouraged to tag SweeTarts on social to share the poems they generated, and any feelings they may have regarding their outcome.