Amajoya Signature – "Irresistible, Dessert-Inspired Candy"
Amajoya Signature – "Irresistible, Dessert-Inspired Candy"
South Africa
Candy with couture energy. Amajoya’s Signature Range served up dessert-inspired sophistication in a new-look format that felt as premium as it tasted—turning shelf space into share-worthy indulgence.
Brief: Introduce the premium Signature Range and its new dessert-inspired flavours with elevated packaging, while communicating quality, variety, and value for money. Drive awareness, increase trial, and grow market share in the hard candy category to 60%.
Idea: True indulgence isn’t about extravagance—it’s found in the quiet, often unnoticed moments we carve out for ourselves. Moments of calm, reflection, and subtle joy deserve something equally special. Like dessert, without the guilt.
Execution: We brought intimacy to the forefront. Our digital and in-store campaign captured real, unscripted "me moments"—from stolen minutes at your desk to unwinding with a partner—infused with the smooth elegance of our Signature Range. Visually, we played with fluid textures and 3D renders that mirrored the creamy centres and refined taste, creating a sensorial tease that felt both premium and personal.
We amplified launch buzz with influencer gift packs, prompting authentic taste tests and fan-driven flavour debates. Each influencer chose a winner from their community, fuelling engagement and pushing trial. The result? Increased market share to 58%, boosted social traction, and new fans discovering the joy of candy that doesn’t just taste good—it feels good.
Amajoya Signature – Where Everyday Moments Meet Dessert Luxury.
When everyday moments meet decadent indulgence. Amajoya’s Signature Range reimagined hard candy as a guilt-free dessert escape—crafted for those quiet, personal pauses we savour most.
