The UK-based brand Wild Thingz has flipped the script on the sweets industry with its audacious approach to creating a “better-for-you” candy range. By blending rebellion with responsible ingredients, Wild Thingz offers a masterclass in category disruption, crafting a bold and unapologetic identity that challenges the norms of both health-focused and traditional confectionery brands. Let’s dive into the strategy behind their success and what it teaches us about modern brand-building.
The Problem: Bland and Guilt-Inducing Options
The Wild Thingz team started with a clear insight: 62% of parents feel reluctant to give their children sweets. And why wouldn’t they? The market is saturated with products filled with sugar, artificial ingredients, palm oil, and even talcum powder. On the other hand, existing “better-for-you” brands, while healthier, are often dull and uninspiring, delivering none of the excitement or joy that kids crave.
This gap in the market presented a unique opportunity—a sweets brand that offered healthier ingredients without sacrificing fun, excitement, or rebellion.
The Wild Thingz Strategy: Punk Meets Organic
Challenger Mentality: Breaking the Mold
Wild Thingz positioned itself as a category-defining brand, combining the best of both worlds:
- Clean Ingredients: Organic, plant-based, and free from artificials, with half the sugar of traditional sweets.
- Bold Personality: A rebellious, unapologetic tone that pokes fun at the industry’s failures while offering a thrilling alternative.
This duality of “saintly ingredients” and “sinner energy” forms the cornerstone of their marketing strategy.
Branding: Fun with a Purpose
Name & Voice
The name Wild Thingz embodies the rebellious, untamed spirit of the brand. The messaging leans heavily into calling out the competition, blending humor and punk-inspired energy to highlight the contrast between Wild Thingz and the “crap” in the category.
Visual Identity
The brand’s visuals are a far cry from the wholesome, pastel-colored clichés of health-focused products. Instead, they embrace:
A logo of thorns and bushes that reflects the raw side of nature.
A venus flytrap mascot sporting a mohawk, combining playfulness with an edge.
Dark, brooding color palettes that challenge the “white and hemp” aesthetic of organic brands.
Shapes and Packaging
The candy itself features unconventional designs like maggots and houseflies—shapes that might seem off-putting but underline the brand’s playful, rebellious ethos. The packaging continues the theme with rock-and-roll typefaces and imagery inspired by grunge culture.
Product Experience: Playful Plant Anarchy
The candies themselves serve as proof of Wild Thingz’s brand philosophy. Organic and free of artificials, the sweets deliver on the promise of being better-for-you while offering a sense of excitement through their quirky, rule-breaking designs.
The Execution: Building a Brand Ecosystem
Wild Thingz didn’t stop at branding and product design. They created an entire world of “playful plant anarchy,” ensuring a cohesive experience across all touchpoints.
3D Worlds & Campaign Assets
The team crafted immersive 3D visuals, depicting overgrown forests, abandoned buildings, and rusty shopping trolleys. These settings reinforce the brand’s rebellious and untamed aesthetic.
Omnichannel Presence
- Amazon Launch: The brand’s introduction on Amazon allowed it to quickly gain traction in a competitive marketplace.
- Website: A fully branded website serves as both an e-commerce platform and a storytelling hub, immersing visitors in the Wild Thingz universe.
- POS Media & Launch Campaigns: Strategic point-of-sale media and creative launch assets helped the brand stand out in both digital and physical retail environments.
What Can We Learn from Wild Thingz?
1. Addressing Dual Audiences with Precision
Wild Thingz successfully appeals to two distinct groups:
- Parents who want guilt-free treats for their children.
- Kids who crave excitement and fun in their snacks.
By balancing health-conscious messaging with rebellious branding, they capture the hearts and minds of both audiences.
2. Differentiation Through Disruption
Instead of mimicking existing “better-for-you” brands, Wild Thingz redefined what it means to be organic and plant-based. By incorporating punk-inspired elements, they’ve positioned themselves as a disruptor, not just an alternative.
3. Full Ecosystem Branding
Wild Thingz didn’t just create a product—they built an entire universe. Every touchpoint, from packaging to campaigns, reinforces the brand’s identity, creating a cohesive and memorable experience for consumers.
4. Bold Risks Pay Off
While the maggot-shaped candies may alienate some consumers, they generate buzz and virality, which are crucial for a challenger brand. Wild Thingz leaned into their unique aesthetic, ensuring they would stand out in a crowded market.
Can Punk Sweets Redefine the Industry?
Wild Thingz demonstrates the power of bold branding combined with a meaningful mission. By addressing consumer pain points with humor, rebellion, and high-quality products, they’ve carved out a unique space in the better-for-you sweets market. Their approach serves as a reminder that in today’s competitive landscape, breaking the rules can often be the smartest strategy.
