Daddy, the offbeat agitator of the sugar aisle in France, declares a new posture: « Daddy colors life ».
The brand wishes to reaffirm its positive vision of everyday life, and to strengthen the consistency of its offer.
With the help of CB’a, Daddy frees itself from convention.
The brand restates its optimism, its anticonformism and increases its rapport with its consumers, with its graphic style and witty tone of voice.
The brand’s philosophy turns into a genuine manifesto inviting everyone to let go, which has been applied on pack and on activation collateral materials.
The unique design fully conveys the iconoclastic spirit of Daddy.
Sugar cubes become characters, and are the heroes of amusing scenes taking place on a 100% magenta background, alongside a lively typography.
Daddy’s stories live beyond packaging and support the brand’s positivity in different media (B2B programs, gift, ...)
At the Creativ’Pack fair held in Paris on October 5th both CB’a and Daddy presented “Long live daring design!” defending the brand and the agency’s audacity which has helped transform the brand into a success story.