Happy... what?

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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!

#1 Happy Pills? What's that?

Hi, this is the start of our brand blog on Happy Pills. Throughout the next few weeks, we will examine Happy Pills as a brand, in the context of it potentially setting up some outlets in Singapore. Should be a fun time.

Happy Pills? What's That?

Happy Pills is a chain of candy shops that originates from Barcelona, Spain. It was founded in 2007, and boasts a remarkably unique approach in its branding - by playfully touting its products as instant medicinal treats that can cure almost all of your life's problems. They are thus frequently given as humorous and light-hearted gifts amongst friends, in addition to being purchased for individual consumption.

Happy Pills intends to provide customers with an atmosphere of creativity and variety, in which they can customize gifts of happiness for the people they love. Happy Pills prides themselves on creativity, indulgence and fun. They believe that happiness can come from small but thoughtful packages, and know that others will share this belief with them.