The Product Story
Introduced in Minions & Monsters, Goomi brought a new brand of mischievous energy to the Minions universe. Rather than simply featuring the new chracter on French’s bottle packaging, the team built an original narrative around the character, imagining him sneaking into the French’s factory and turning its famous yellow mustard green. The package had to feel connected to Goomi’s chaos without abandoning the visual cues that made French’s recognizable on the shelf.
Teasing the Takeover
The LTO bottle packaging told one part of the story, but activations brought additional context. Out-of-home explorations focused on teasing the launch of the LTO mustard.
Reinforcing the Story
The campaign eventually expanded across a wide range of touchpoints, but the underlying premise remained simple: Goomi got his hands on French’s mustard. The final assets focused less on introducing new ideas and more on reinforcing that thread. End cards, social placements, and supporting visuals all pointed back to the same central narrative.
