SUMMARY
This campaign was developed to strengthen Custas’ positioning as a nutritious, fun, and trusted hungry releasing choice for children, while appealing to parents’ rational expectations around quality and ingredients.
By leveraging a playful dual-visual concept and simple yet bold claims around “better nutrition,” the campaign clearly communicates Custas’ key product benefits in a child-friendly and parent-approved way.
The combination of bright colors, expressive kids, and product-focused messaging helped Custas stand out strongly at shelf, on digital platforms, and in point-of-sale materials, driving both emotional engagement and purchase intent.
INSPIRATION
The creative inspiration came from everyday moments between children and parents, where kids confidently express their preferences while parents quietly evaluate nutritional value.
The campaign visualizes this contrast through two energetic child characters representing Custas’ key ingredients—egg and milk—translated into fun, empowering statements.
The bold color-block backgrounds and oversized speech bubbles were inspired by children’s illustrations and educational visuals, making the message instantly understandable, memorable, and relatable to the core target audience.
COMPLETION
The project was executed with a fully integrated approach across key touchpoints, including packaging visuals, key visuals for communication, and in-store applications.
Visual elements were carefully standardized to ensure consistency while allowing flexibility across formats. The final outputs successfully balanced strong product visibility with emotional storytelling, ensuring Custas remained the hero of every execution.
Close collaboration between creative, production, and marketing teams ensured the campaign was delivered on time and aligned with brand and commercial objectives.
HIGHLIGHT
The campaign delivered a strong impact on both brand awareness and sales performance by clearly communicating Custas’ nutritional advantages in a fun, child-centric manner.
The high-visibility visuals and simple messaging helped increase shelf standout and attract attention in a cluttered category. By addressing both kids’ excitement and parents’ trust simultaneously, the campaign effectively shortened the decision-making process at point of purchase.
As a result, Custas reinforced its image as a smart, nutritious snack choice while driving higher consideration, trial, and repeat purchase.
