TASTYKAKE •SONIC 2

Tastykake partnered with Paramount Pictures leading up to the release of Sonic the Hedgehog 2 to create promotional advertising, packaging, and displays.

Early concepts served to establish how the Tastykake and Sonic identities would go together and interact. The representation of both brands on the package was considered carefully. Though the full partnership would cover seven products, two products were chosen for this initial ideation phase.

It was important that the packages feature the movie title and characters, with specific calls to action, prominently. Also to be included was information about the sweepstakes associated with the promotion. Once the final direction for the packaging was settled upon, and those guidelines were used to define the appearance of the other products being included in the line.

Displays and cases for the packaging featuring the same graphics were developed for in-store activation.

Images of the products on store shelves were mocked up to help with selling the line to retailers.

Web banners, carousels, and sell sheets were made to help advertise the promotion, provide information about the sweepstakes, and further drive sales.