Innovation That Matters

Confectionery brand will turn fan’s face into candy


Maynards are giving customers the chance to have their face immortalised in candy.

It was just last month we saw Maxwell House handing out free coffee and positive messages at their Optimism Cafe in Toronto, and now Maynards Canada — another Kraft Canada brand — are using another novel marketing approach with a human touch by giving customers the chance to have their face immortalized in Maynards candy. Jessica Sheth, Brand Manager for Maynards Candy, explains “Maynards fans are an extremely passionate bunch when it comes to expressing their love for their favourite candy. So we thought hey, why not let a Maynards fan actually be a Maynards?” The ‘Make Your Face a Maynards’ competition, open until 30 September, is being managed via Facebook. Users first have to ‘like’ the Maynards Canada Facebook page in order to then upload a photo. Using the trace tool they cut their face from the picture and can choose to transform it into one of Maynard’s most popular treats: Sour Patch Kids, Fuzzy Peach, Sour Cherry Blasters, or Swedish Berries. Image brightness and contrast can be adjusted before the fan creates a custom pack design and submits a brief statement as to why their face would be the perfect match for Maynards. Officials will then select the top ten faces to be showcased on the Facebook page before a winner is determined by a random draw on 24 October. The prize includes CAD 5,000, a trip for two to Toronto for a photo shoot, a tour of the Maynards factory, and a year’s supply of Maynards candy featuring the winner’s face. With nearly 62,000 ‘likes’ on Facebook the competition is clearly popular, and Maynards will enjoy additional publicity from presence on fan’s profile pages. How could you create something similar to give back to your most loyal fans?



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