Why Happy Pills?

So, why did we choose Happy Pills as our brand to look at for this project?

Confectionery makers (and most firms in general, really) typically try to compete on product attributes - how good the candy tastes, how varied the selection is, whether it melts in your mouth, etc. But with Happy Pills, we can see a distinct and conscious effort to brand itself using quirky and memorable packaging in a unique way that deviates from the norm - a very clear and unambiguous attempt at a differential effect.

We thus thought that Happy Pills would make a very good case study on the effects of branding on an otherwise normal commodity. In analysing the brand, we'll look at its practices and successes in Spain, and where possible, attempt to translate it into a Singapore context - as if they want to become big here.

Stay tuned!