Nestlé - SweeTARTS Contest Ended

Make everyone crave SweeTARTS for St Valentine’s Day and Easter.

Start April 25, 2016 End May 18, 2016 23:59 UTC Deliberation Results June 2016
April 25, 2016
May 18, 2016 23:59 UTC
July 2016

Useful tips

13 May 10:27

  • SweeTARTS is anything but traditional, so, again, forget about eggs and hearts. Brand is looking for truly innovative ideas that would match its misfit personality.
  • Think about the product first, not the packaging. Of course pack will be an important component of your idea, but you should be focused on the candies first. This of the new shapes, flavors, formats, ways of consuming, rituals.
  • When you choose between Easter and St. Valentine’s Day, try to think not just about these two days. Think about the whole season. Your product could be relevant to during the 6-8 weeks run up to these holidays. Think about the genius idea of putting chocolate into Advent Calendars, so kids (and adults) could be in the Christmas mood for the 24 days before Christmas!!
  • You might find inspiration in the history and context behind these two holidays. You do not have to limit yourself with the traditions which are listed in the brief.
  • SweeTARTS can be eaten by the kids sometimes, but remember that this products targets adults, not kids. But it does not mean that you can’t think of a new product to be enjoyed by the whole family, which would create a fun family moment or occasion.



In the US, during holiday seasons such as St Valentine’s Day and Easter, people indulge in eating candies. They gather with their loved ones or family and they allow themselves to enjoy more treats than usual. But despite the festive mood, candy brands show little originality. Valentine’s Day and Easter candies tend to remain a bit cliché – heart shapes, eggs and so on. These are the perfect occasions to surprise and entertain people, but candy brands are just giving people the same old things every year. Seasonal candies have become boring, whereas they should be fun, joyful and exciting!!

Fortunately, in the candy world, there is one brand called SweeTARTS that is really “from another planet”. It’s surely one of the most fun, innovative and bold candy brands around. SweeTARTS are hard to classify. They are neither 100% sweet nor tart, but spectators can definitely ‘read’ the tartness on people’s faces when they eat SweeTARTS. SweeTARTS are very special. They refuse to be categorized by one single taste or candy format.

They like to invent new shapes, flavors, and formats, as long as the unapologetic and misfit spirit of the brand remains. They want to offer new candies to adults, because they are passionate about creating new candy experiences and because they are born to disrupt.

Can you help SweeTARTS break the seasonal mold and invent new candy items that will be popular for St Valentine’s Day and Easter?


Creative Challenge

Wow us with your incredible idea for a new seasonal offering of famous SweeTARTS candies, to be sold during St Valentine’s Day or Easter, in the US.

Pick one of the two holiday seasons and design a new product, as well as its packaging, and tell us why you think it would disrupt the supermarket shelves (if you want to create an idea for each season, please submit two entries).

SweeTARTS already come in many formats: SweeTARTS Classics are bite sized candies of pressed sugar (which are hard when you put them in your mouth but become powdery when you suck or bite them), SweeTARTS Gummies, SweeTARTS Ropes, SweeTARTS Chewy Sours, Mini Chewy SweeTARTS, and Giant Chewy SweeTarts.

We want you to invent totally new shapes, new formats, new flavors, new ways to eat it, new gestures… add fun to it, think about shared formats… reshape the whole experience of it and have fun creating! You can use any typical candy ingredients, but sorry, NO chocolate. We can’t wait to see where this crazy brand will lead you!

We are looking for non-traditional ideas SweeTARTS can develop for the 2 holidays. SweeTARTS is anything but traditional, so the boring hearts and egg-shaped candies won’t cut it.

Here is inspiration about what North-Americans typically do during the two holidays.

St Valentine’s Day:

  • Romantic dinners
  • Gifts to partners – chocolates in heart boxes, premium chocolates, flowers, long-stem roses
  • Classroom parties for kids up to about the 4th grade (age 9-10) with candy
  • St Valentine’s Day cards exchanges in school classrooms, sometimes with candy
  • Some kids bring small gifts for teachers.
  • Parents give kids cards and sometimes candy
  • People like to put candy to share in a candy dish at their home or office(Individually wrapped pieces)


  • Easter egg hunts (for Easter eggs that can be hidden or in plain sight) – with family or organized by schools, towns and associations. The Easter eggs are usually made of plastic and frequently have candy in them. Sometimes people hide one or two eggs that have larger gifts in them like money. But most hide 20-30 eggs with a small candy or small non-candy trinket in them. People can get creative in their egg hunts – e.g., hanging some of them in places that kids are unlikely to look
  • Easter family parties
  • People dye Easter eggs (real eggs) in different colors and have Easter egg dying parties
  • Families visit a costumed “Easter Bunny” to have photos taken with their children. The bunny will frequently give the children a small candy or a plastic Easter egg with candy in it.
  • People like to put candy to share in a candy dish at their home or office(Individually wrapped pieces)

Keep in mind that although St Valentine’s Day and Easter occur on one day, the candy products are sold on the supermarket shelves for 6-8 weeks prior to the holiday.

Your submission should consist of an illustrated product idea with explanations.

We ask you to provide a summary page that shows one key visual and answers these questions:

  • What is the season that you refer to?
  • What’s its name? What is your idea about?
  • In what way is it new?
  • Is there a frustration or a need that your idea fulfils?
  • How is it relevant to the brand SweeTARTS?

In the following pages, you can add text and images in the way you want.

SweeTARTS are fun and unapologetic. It’s a well-known brand in the US which has innovated a lot throughout the years, but which doesn’t communicate as much as other big brands do. They are candies that are targeted at adults, typically 18–34 year olds; but are sometimes eaten by kids as well. Remember, they are bold, a real misfit in the candy world and joltingly tart, as well as sweet.


The examples are only provided to illustrate our expectations. Please do not use them in your submission or it will be rejected.

A good idea | for St Valentine’s Day might be a basket of SweeTARTS that you eat with your partner during a romantic moment. In the basket of candies, there is one that is extra sour- but they all look the same so you don’t know which one is the special one. If you get it, either you like or find it too strong, but in any case your partner does a dare because he did not get it. The dare is written in the wrapper of the only wrapped candy of the package! Let the fun begin!

Another example of a good idea for Easter: a candy kabob with small sweet bunnies and sour eggs. Candies are on a stick and the stick is wrapped so people can hide them. Each candy is either sweet or tart… it’s a good combination of tastes and it’s very colorful.

A bad example | A Christmas related candy! A candy with a toy inside!


Jury's Prize

  • #1 Prize €3,000
  • #2 Prize €1,500
  • #3 Prize €500


Product design: presentation of ideas with illustrations and text and one page of summary (with the provided template).

Winning Criteria

The winning ideas will be those that are truly innovative and those that can appeal to a lot of people.


Guidelines for this contest

  • Unfortunately, you might not be able to taste real SweeTARTS yourself. You’ll have to imagine the taste! Believe us, it’s very different from what you know. It’s bold and jolting… please keep this in mind while creating your idea.
  • Download the logo from the toolkit.
  • SweeTARTS are targeted at adults, not kids. Avoid ideas that target kids with toys or things that dispense candies. Your entry would be rejected.
  • Make sure you create a candy for one of the two occasions. Don’t mix both occasions.
  • Entries must be in English.
  • Please use the template provided for the Summary page, and fill in the rest of your submission as you wish.
  • Authorizations and licenses to use protected elements (incl. music, photos..) must include at least: (i) the right to incorporate the protected elements in new works that are derived or based upon these elements, (ii) the right to use for commercial purposes and (iii) the right to use on the Internet. You must be able to provide a written proof of these authorizations and licenses at any time.

eYeka standard guidelines

  • Do not show any personal details in the entry (name, contact number, e-mail address, etc.).
  • Keep the source files / working files of your entry until the winners have been announced as they may be needed.
  • Your participation must comply with the rules you accepted when you joined the contest.
  • Your entry has to be your own work to be considered into the contest. If you have included protected elements (music, photographs, designs, fonts, etc.), make sure to fill in the Legal Information section when you upload. You may be asked to provide the authorizations and licenses to use such elements.
  • You must be able to provide the written authorizations from each of the authors and actors who have contributed to the entry.
  • Do not depict sexual, violent, religious, political content or any illicit content as per the rules.
  • Any entry that fails to comply with these rules will not be considered for the contest.