Gushers rebrand

Challenge

Gushers had a perception problem — adults who grew up with the brand had mentally aged out of it, seeing it as a candy for kids, not them.

Approach

I found the insight in a Stats Canada report: adults 35–46 have some of the lowest life satisfaction of any age group. That became the strategy — reposition Gushers around life's small wins with a playfully adult voice and a cleaner logo to match.

Outcome

A full rebrand concept with a new logo, campaign tagline, and three print ads built around relatable everyday moments.

Presentation slide with the title 'Gushers Rationale' and the subtitle 'Presented by Easton Penner'. The background is light beige with yellow abstract topographic line designs in the corners.
Slide titled 'Introduction' with text about rebranding Gushers candies, featuring the Gushers logo in a white box on a light yellow background with yellow decorative abstract shapes.
Image with the title 'Key details in creative brief' and three numbered points in black text on a light yellow background, with yellow abstract lines in the corners. The points discuss campaign tone, target audience, and product perception.
A beige background with yellow abstract designs in the corners. The word 'INSIGHT' is prominently displayed at the top center. Below it, there are two numbered paragraphs discussing statistics about life satisfaction and brand marketing strategies.
An informational graphic comparing old and new logos for Gushers Candy, featuring a blocky logo with red and green hexagons and a playful logo with yellow and black text, alongside checkmark and cross icons.
Graphic with the word RATIONALE in bold black text, a quote about life's ups and downs, and decorative yellow abstract shapes in the corners.
A presentation slide with the title 'The Big Idea' and the subtitle 'For Life's Little Victories.' The slide has a light yellow background with abstract yellow line drawings in the corners.
Colorful poster with a yellow background, black text, and a message about watching TV shows, featuring the phrase 'When you promise not to watch ahead... but realize you're both on episode seven'. The poster includes logos and a quote at the bottom.
Colorful poster with the text, 'Seeing your ex with someone in public... they definitely downgraded.' The poster features the Gushers Candy logo at the bottom left corner and the phrase 'for life's little victories' beneath it. The background has yel
A colorful poster with text that says 'Hey, we need to talk...' 'Just wanted to say hi :)' and a small logo for Gushers Candy with the tagline 'For life's little victories.' The background features abstract yellow shapes on a cream background.
A thank you message on a background with yellow abstract shapes and cream color.