People are pretty unapologetic about their choices these days, especially when it comes to treating themselves. Gummy lovers LOVE gummies, chocolate lovers LOVE chocolate, and in-betweeners who like both have a darn good reason for it. Enter Dylan's Candy Bar, the world's largest candy emporium merging art, fashion, and pop culture with candy.

THE CHALLENGE: How do you give a candy brand a unique, spunky voice that stands out amongst the high-end candy competition in NYC and beyond? (Oh, and surprise—there’s no budget for photography!)

THE SOLUTION: Glorify decision-making and celebrate how freeing it is to go with your gut. Awaken that inner child. Eat your candy (and wear it, too, if you want). Our campaign name? Don't Mess with My Sweet Tooth. And my gosh did it make a sweet splash.

FUN FACT: A little birdy told me that our campaign helped to increase ROI by nearly 30% in our west coast market.

THE TAGLINE: Live the Sweet Life

AGENCY: Dylan’s Candy Bar Marketing Team

ROLE: Copywriter, Brand Voice Lead

RESPONSIBILITIES: Campaign concepts, copywriting, playbook/brand guidelines, social media writing