Taking your daily vitamins shouldn’t feel like a chore. With SmartyPants, it doesn’t. Our challenge was to shift gummy vitamins from “just for kids” to a daily health ritual for adults - one that’s fun, flavorful, and packed with the nutrients modern diets often miss. We built a lifestyle brand rooted in joy and wellness, supported by strategic in-store and digital activations to boost retail discoverability. By making the brand as easy to find as it is to enjoy, we helped SmartyPants grow from an emerging disruptor to a shelf staple - and eventually a Unilever acquisition.