Candylab x On The Road
a curated and individualized road trip experience that caters to travel-minded adults who wish to commemorate and show off their journeys in a unique and visually appealing way.
marketing strategies x brand strategies x competitive analysis x product development
Jan 2023~May 2023
NYC
Credit: Kelly Chen, Hannah Park, Mia Coker
Project Brief
How might Candylab Toys expand beyond the children’s toy market into adult focused toys and collectibles?
Final Concept
“On the Road” by CANDYLAB is a curated and individualized road trip experience that caters to travel-minded adults who wish to commemorate and show off their journeys in a unique and visually appealing way.
Our product is a laser-cut wooden map of the United States that displays as a decorative and interactive piece for the home. Along with the map, we also created magnetic candy car enamel pins with designs exclusive for each state, for customers to collect and mark each location they’ve visited.
With this project, we wish to create an engaging experience for our customers and offer them an opportunity to create new memories.
Launch Strategy
Phase 1: Building Awareness
Our product will be teased on social media as well as Candylab’s e-commerce website a few weeks before the official launch to spread awareness and spark curiosity
Phase 3: Audience Commitment
We plan to execute a direct-to-mail campaign with physical postcards reminiscent of the classic road trip ones to keep the customers informed about the collection. We will also be launching our “On The Road” app which enables users to track their travel journey
Phase 2: Convincing the Audience
Our collection will be launched on Candylab’s Instagram and website, where customers can purchase and learn more about the new collection.
Phase 4: Supporting a Relationship
For long-term support, we want to eventually release a whole collection with all the different road trip routes along with physical candycars inspired by the state pin designs.
Project Video
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