For over 130 years, Allen’s has been Australia’s leading lolly brand, loved for its playful treats and connection to childhood memories. Yet, as cultural perceptions of "fun" evolved, the essence of what defined fun, unique to Allen’s, had evolved.
The Edison Agency worked with the Allen’s brand leaders to redefine brand meaning for a new generation of lolly lovers, deep diving into the local market to uncover what made Allen’s different—finding the gaps and creating something new and harmonious with the existing identity system. The truth? Beyond its nostalgic red-and-yellow palette and iconic logo, the brand lacked distinctive assets (DBAs) that sparked recognition and excitement beyond familiarity of the packaging. To make matters trickier, Nestlé’s strict internal Advertising to Children Standards limited their playful character illustrations from being used anywhere beyond packaging, meaning the visual lexicon for the Masterbrand was lacking depth.
The result? A cohesive, expanded identity and strategic platform that celebrates fun in its colour and glory. The new brand playbook, ‘Allen’s - A Little Book of Fun’ equips the brand with the tools to amplify recognition and engagement across packaging, advertising, and digital platforms. With an expanded visual palette and renewed meaning, Allen’s can maintain their No. 1—bringing more fun than ever!
