A new line of gummy and sour candies from Maria Sharapova, a fiercely competitive athlete who isn’t afraid to embrace her sweet side. Looking ahead to her future beyond the international tennis circuit, she decided to launch a business that was purely her own.
We partnered with Maria Sharapova and Dentsu to launch a premium yet affordable candy line that reflects the fun, fashionable, and sweet side of the international tennis sensation. The target audience includes candy lovers of all ages, with a bullseye on fashionable, fun-loving women aged 17 — 21 years old. The brand needed to be aspirational with the potential to ultimately expand into other lifestyle categories.
With graphic lips for every mood, we brought personality and attitude to the candy itself. Our visual use of pop colors and playful patterns was matched with strategic messaging, art direction, package design, photography, and an e‑commerce site (developed by Pixafy). Sugarpova’s branding sets the tone as cute but fierce, bringing out the playful side of a serious player.