AIRHEADs

CH.2

CH.1

Xtremes Sourfuls
Airheads Gum

Sweet Sweet
Social Media.

Social Media
Illustration
Photography

INTRØDUCTION

When Airheads prepared to launch two of their most dynamic new products—Xtremes Sourfuls and Airheads Gum—the challenge was to translate that signature tangy, playful brand DNA into cohesive, thumb-stopping social media content.

THE MISSIøN

The mission was to concept and create the social media campaigns for a flawless launch across Airheads Instagram, Facebook & Twitter, as well as the Airheads website & blog. Brinson McGowan, Creative Director at The Identity Crisis Co. helped develop the visual style, photographing then illustrating the execution of the launch campaigns.

A person holding a bag of Airheads Xtremes Sour Rainbow Berry candy in front of a colorful mural painted on a bridge wall, with an empty road leading into the distance.

Concept & Storyboard Development.

The creative process began with defining core concepts for each product. This included developing visual styles and storyboards to translate brand DNA into the final digital content.

Step 01

Production,
Illustration &
Animation.

Full content production included shooting photos for the background, bringing in fun illustrations in the colorful style as the candy then animating the illustrations into playful GIFs.

This resulted in vibrant visuals, that highlighted product features and ensured a consistently fun brand experience.

Step 02

Step 03

The Final
Multi-Channel
Launch.

This seamless partnership between the agency and company facilitated a flawless multi-channel launch, ensuring everything was posted across Instagram, Facebook, Twitter, and the website blog, driving widespread awareness and engagement.

The Final Product

Xtremes
Sourfuls.

Sour and sweet have teamed up and are ready to play. These chewy Rainbow Berry filled candies will make you a believer in the power of the sour and sweet.

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A colorful illustration of various berries, including strawberries, blueberries, and raspberries, with a stylized popsicle in the center.
Solid yellow background with no distinct objects or features.
Packaging of Sour Xtreme Sour Minis candy in blue and green with colorful graphics and text.
Close-up of a colorful candy-coated gummy candy rainbow with yellow, blue, white, orange, and yellow sugar crystals, surrounded by illustrated geometric patterns in vibrant colors.
Colorful abstract background with blue, green, yellow, and orange curved shapes and white splashes
Overhead view of a colorful candy with red, blue, yellow, and orange segments, surrounded by cartoon-style clouds and sparkles.

Airheads
Gum.

The same playfully tangy Airheads flavors you love – now in every stick of Airheads gum, thanks to delicious Micro-Candies. Try all three flavors and keep the fun poppin’!

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A watermelon-flavored Airheads Gum package with a pink watermelon illustration, placed on a green surface.
A metal funnel filled with Red Vines cherry candy packs against a red background.
A pile of AirHeads gum candy in blue raspberry flavor on a blue surface, surrounded by white spherical objects and reflected in a mirror.
Pile of cherry flavored Airheads Gum packs on a red background with white round objects and a mirror.
A bright green surface with white spherical objects scattered across it. In the center, there is a pile of individually wrapped AirHeads gum packs. In the foreground, there is a box of Watermelon flavored AirHeads gum with micro candies, which is partially visible.
Blue raspberry air gel pen with small red and blue antibiotic bottles and confetti on the packaging, placed next to a blue rock climbing hold.

The Team

  • Art Director | Illustrator | Photographer - Brinson McGowan

  • Creative Director (Agency Side)  –  Robbie Cobb

  • Project Manager (Agency Side) –  Lauvesa Jones

  • Client Engagement (Agency Side)  – Alison Chait

  • Copywriter (Agency Side)  –  Kelly Reardon

  • Animator   (Agency Side) –  Michael Straub