The Gummy Gurus

Strategy / Branding / Products / Touchpoints / Activation

We repositioned Finex Belgium as ‘The Gummy Gurus’ to conquer the functional gummy market and boost their growth ambitions. By combining an iconic brand identity (candy meets clinical) with high-impact tools like the AI-driven 'Gummifier’, we delivered stopping power and accelerated the sales process by 50%. Imagine it. They'll gummy it.

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Challenge & result

Finex Belgium has long been an established name in the traditional confectionery market, but they set their sights on a new ambition: conquering the growing functional gummy market. For this new audience, Finex Belgium was still an unknown player, despite their unique offering: full personalization in shape, color, and flavor, starting from just a single pallet. To realize this transition, Equals Three developed a total solution, from strategy to execution:

An Inspiring Sales Process: We developed tools with maximum stopping power, such as the 'AI Gummifier' and an online sales tool. These accelerate the process by up to 50% and make the possibilities instantly visual and tangible—both online and physically at trade fairs.

Iconic Brand Identity: We redefined Finex with a narrative-driven new name and identity that seamlessly blends the playful nature of candy with the clinical precision of supplements.

Touchpoints with Stopping Power: Under the banner of 'The Gummy Gurus', we created an experience that sparks creativity. From a brand-new website to a communication style that immediately immerses the customer in the infinite possibilities of the platform.

Imagine it.
We'll gummy it.

Real classics or functional gummies? Whatever the use, shape, or flavour, we can turn it into a gummy.

Where innovation meets imagination.

In our Gummy Lab, we explore global trends and push the boundaries of what gummies can be. This is what we’ve been up to of late.

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