We all have our sweet tooth from time to time, but teens and young adults indulge more in fruity chewy candy than the rest of us. Fruity, chewy candies are seen as a treat or reward, to satisfy a sweet craving, or to add some fun to the moment. The fruity chewy candy category in the US is growing, mostly through continuous product innovation, and that’s exactly what we want to do here: innovate new & unique Airheads within the category.
Airheads is a US brand known for its “larger than life” fruit flavors. What this means is that the fruit flavors are so intense & tangy, it’s rare for someone to eat a whole handful of different flavors at the same time. When each individual flavor is so good, it’s best to thoroughly enjoy it. It’s also a brand that inspires play – which means, among other things, that the brand loves to innovate crazy, wacky, unique new products, as long as they are fruity & chewy. The brand offers a large variety of sweet and sour candies that everyone likes, but especially teens & young adults who still have a lot of playfulness in them! The most common formats are strips or “leathers” (individual flavors & some combo flavors), and bites, sold in a pouch bag. Airhead Xtremes sweetly sour, are for people who want even more intensity & play! They also have soft-filled bites & chewing gum.
Check out their products and you will see that the candies associate playful fun with larger than life fruity flavors and vivid colors.
To help them excite their candy lovers even more, we’d like you to help invent the next playful and unique Airheads candy!
Invent a fruity, chewy and playful Airheads candy for teens and young adults!
- #1 Prize €3,000
- #2 Prize €1,500
- #3 Prize €1,000
- #4 Prize €500