Reinvent lump sugar!

Daddy is a key player in the sugar market in France, where its products have accompanied families for 35 years. The brand cultivates an offbeat spirit liberated from codes that has always allowed it to innovate and create an entire universe around a pretty basic product, that is, lump sugar.

We are now looking for a product concept that only Daddy could launch. The challenge here is to be both original and simple. The Daddy brand advocates creativity, a visionary and whimsical spirit, a definitively anti-depressive tone and a daring colour code. Your concept should be a concentrate of what Daddy embodies.

Surprise us while remaining faithful to the spirit of the brand!

Shake up hot drinks by inventing a new shape for Daddy lump sugar!

Read the brief

Jury's Prize

  1. 2,000€
  2. 1,000€
  3. 500€

Good luck !