Maria Sharapova's Candy Company

Agency: Sweden Unlimited

AD: Emily Jane Davis

Sugarpova is Maria Sharapova's delicious candy company. We were asked to take over all content creation for all digital channels: website, social, emails, etc. By redirecting the content aesthetic and incorporating branded elements, we were able to create a fun candy world. 

My role: Art direction, design, social strategy, photography, and 3D rendering, for digital content creation. 

Sugarpova social media before   

Sugarpova social media after   

In three months we were able to increase Sugarpova's social media engagement, followers, average likes, & average comments. 

We were able to do this by branding the social media with consistency of the lip logo, color palette, and using sensorial imagery.



We created Giphy stickers of all of the Sugarpova candy, Maria herself, and additional seasonal stickers.

These are a few examples of the stickers currently on Instagram and Giphy.



Captions: We incorporated education on the products, and created a playful brand voice by utilizing Maria more and creating Smooch the mascot.

Hashtags: We wanted to use as many hashtags as we could that were appropriate for the caption and ones that performed well for candy brands and food posts.

Did you know our sour blue raspberry #gummylips are made with superfood #spirulina for a natural, #nongmo, super delicious flavor?

#Sugarpova #naturalingredients #raspberry #naturalcandy

Happy #WomensHistoryMonth! Check out our founder @mariasharapova behind the scenes at our recent product photoshoot. This month (and every month), we’re all about #womenrunbusinesses!

#Sugarpova #MariaSharapova #naturalingredients #candy #boldwomen

Meet our sweet new friend!💋 We just need your help with a name…Head to our story to vote on your favorite name! 💗

#WhoIsIt #Sugarpova #ComingSoon #mascot #lippy #smooch #naturalcandy #lips #gummylips #candy



Meet Smooch! 

Huggable and relatable, the Sugarpova mascot, Smooch, is the  always-entertaining, ready to celebrate, super inviting part of the Sugarpova brand come to life.

We teased out the launch of the mascot over social in February 2020 and revealed it on Valentine's Day. 

The launch included a user interactive experience of voting on the name of the mascot the day it was revealed. The voting was promoted through Instagram and emails that led to the website.



This is a sample of current social media posts.

We are continuing to generate new and relevant content. 

  • LinkedIn
  • Instagram
  • Vimeo