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Canadian confectionery Mondoux, with the help of creative agency LG2, is serving up a colourful new campaign for its flagship product: the classic Sweet Sixteen candy mix. LG2 designed a content strategy to raise the profile of the family business that’s been satisfying sweet tooths since 1967. Featuring documentary-style narration and visual landscapes worthy of a Wes Anderson film, the campaign is a playful, candy-coated nod to the art of fine dining. Available exclusively on social media platforms across Canada, the ads immerse consumers – or should we say, connoisseurs – in the celebrated assortments’ pièces de resistance.

“The campaign started with the idea that there’s a different combination of fun in every bag. And because Sweet Sixteen gummies are unabashedly premium, it led us to the notion of the candy mix for connoisseurs.” said Jeff Cheung, creative director, LG2.

“It was time for Mondoux to make a splash in the national market after focusing on Quebec for a long time. To do that, we needed a campaign that would communicate both the fun and quality that comes with every bag of Sweet Sixteen gummies.” said Stéphanie Léger, sales and marketing director, Mondoux Confectionery.

The world of candy is filled with creative opportunities. Consumer insight tells us that shoppers crave textures, flavours and sensations when it comes to their favourite treats, and every bag of Sweet Sixteen contains a myriad of mouth-watering combinations to delight taste buds.

As a leader in the Quebec confectionery market, Mondoux has ambitious plans to increase its distribution and market share. Starting in Ontario, the company will focus on its most popular product, Sweet Sixteen mixes, before moving on to the rest of Canada and the United States.