Sweets & Snacks Expo 2018
Amongst my responsibilities during my tenure at Nestle USA’s Confections Division, was designing and overseeing execution our trade show booth at the annual Sweets & Snacks Expo in Chicago. 2018 was the last year of the that the Nestle USA’s Confections Division would be participating in the Sweets & Snacks Expo under Nestle USA. The following year, ownership of the business transferred to Ferrero SA.
Requirements: Accommodate both Choc and Sugar categories. Highlight core brands for Choc: Butterfinger, Crunch Baby Ruth and Sugar: Sweetarts, Nerds and Laffy Taffy. Bring awareness to the Seasonal business. Include two meeting rooms.
Solution: Split the booth design between Choc & Sugar using Butterfinger and Sweetarts as the first visual read. To help drive traffic to our booth, we included a selfie station which at the time, no one else was doing.
Design Direction
& Details
Choc Brands
Before arriving at the final design direction, there were many different concepts that were explored.
In the end, the priority was to highlight and capitalize on the strength of Butterfinger.
Buttefinger branding and ingredients were leveraged for visual impact and help drive contrasts between the Choc and Sugar parts of the business.
Sugar Brands
With a wide variety of colors and shapes, the Sugar products were well suited to being used as design elements.
This approach was a organic way of highlighting the different product platforms within the Sweetarts brand - chewy, rope, pressed sugar and gummy.
Selfie Station
Back in 2018, few if any show participants thought of having any social media aspect to their booths. Nyleeve Henry had the foresight to incorporate a selfie cam into our booth.
To bring the product to life, Nyleeve proposed building a 3 dimensional wall instead of just using a printed graphic. The selfie cam was setup so visitors would scan their badge to get a selfie.
