SWEETARTS #FollowYourTart

TH partnered with Golin Harris and Nestlé’s SweeTARTS brand to produce the 2016 #FollowYourTart campaign, a West Coast mobile tour making stops at VidCon in Anaheim, Entertainment Weekly’s Con-X at Comic-Con in San Diego and additional California-based retailers along the way. The event space was marked by a 12' glass truck, which was completely transformed into a gummy candy factory, featuring SweeTARTS Gummies. Upon entering the vehicle, attendees were encouraged to embrace their alter egos, with each guest given the opportunity to create a unique flavor profile. Once their flavor combinations were selected, sugar mixtures using the specified flavors were placed into a Rube-Goldberg-inspired machine, where guests could watch their concoctions combine with candy gummies, eventually taking home their very own custom creations. Outside, a colorful lounge area offered attendees a place to relax and play games.
10 activation days
6,374 custom candy bags created
24,724 pre-packaged samples distributed
2,729,702 visual impressions