Problem
Gushers already lives in people’s heads, just not in their current habits. The brand is tied to a specific time in life, and once people move past it, they don’t really look back. The gap to solve was how to make it feel worth revisiting without leaning too heavily on nostalgia or trying to compete in a space it no longer fits.

Idea
Currently, candies being used as a energy supplement for runners is trendy. Other candies like NERDS Gummy Clusters have become popular to be used in this application. Gushers as a product are similar, small gummies and would work very well for runners.

Outcome
Copy led ads that reframe Gushers identity into an adult market. It presents the brand with a bit more control and intention, while still holding onto what made it appealing in the first place. Physical activity is the hero, connecting people back to when they ran around as kids eating Gushers.