Sugarpova
This week saw the launch of Maria Sharapova’s first entrepreneurial venture, a new gummy and sour candy line dubbed Sugarpova.
Maria enlisted the help of Red Antler (in partnership with Dentsu), and the challenge was to “create a brand, packaging and website for Maria Sharapova’s new premium gummy candy line that represents the sweet, fashionable side of this tennis icon.”
“One of our designers came up with the idea to change the pattern and the shape embedded in the lips depending on the flavor, which serves as great system for the brand and also highlights the different personalities and sides of Maria.”
— SIMON ENDRES, RED ANTLER
A portion of every Sugarpova purchase is given to the Maria Sharapova Foundation for helping children across the world achieve their dreams.
Read more on USA TODAY.
9 appreciated comments, click here to add one
Lee Newham
Why is she promoting sweets when she’s a sportswoman?
Images of sweets in perfect white teeth just feels wrong.
It’s good that and undisclosed portion of the profits go to her foundation, but why did she have to pick sweets? Because of the pun on her name?
Aug 22nd, 2012
Rich
A tenuous pun at that, I like the tennis balls though, they actually relate to her in some way.
Aug 22nd, 2012
Genevieve
Because sweets are good, and it’s fine as long as you dont abuse it. Plus, everyone likes candy! She probably likes them a lot, too. Anyways, they look good, but a bit pricy.
Aug 22nd, 2012
David Airey
Maria said in the video, “I’ve always had a sweet tooth, and I’ve always wanted to find myself in the candy business somehow.” Fair play to her. She’s taking a passion and running with it.
What I’d like to see, though, is the removal of artificial flavours and colours from the range — something like what the Natural Candy Store does. That’d be setting a better example, and creating a better product.
Aug 22nd, 2012
Jesper
They (Natural Candy Store) could on the other hand surely have a more memorable branding
Aug 22nd, 2012
Gareth Coxon
One of the better personality and product combinations I’ve seen.
There’s a slight uneasyness (that a word?) with the whole teeth sweet theme. But overall a strong design set bound to do well I’d say.
Aug 23rd, 2012
Peter X.
Diabetic products with a beautiful design. Go figure.
Aug 28th, 2012
David B
Nice if tenuous idea, nice packaging, but I fear totally the wrong product. This is 100% Haribo country (at least in europe) and as far as I know young women don’t eat lots of Haribo.
Aug 29th, 2012
Nicole
A lovely playful design and a consistent personality – I really like this branding.
Sep 21st, 2012
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