King, an interactive entertainment company for the mobile world, has appointed BBH to the creative account for Candy Crush Saga, the legendary match-three puzzle game with over five trillion levels played.

King’s brief will see BBH create a new brand platform for Candy Crush Saga and will unveil its new positioning in both the US and UK markets this summer.

“We’re thrilled to be working with BBH on a new brand positioning for one of our most popular and well-known brands, Candy Crush Saga,” said Amy Kilty, Associate Brand Director at King. “Having recently celebrated 10 years since the hit mobile game first landed on our screens, it’s important for us to continue building on that success by establishing a unique brand and personality that will set us up for the next ten years and beyond. We’re excited about the work and the direction of travel we’ve seen from BBH.”

Helen Rhodes, ECD of BBH, said: “Working on one of the most popular mobile games of all time is hugely inspiring for us. We’re looking forward to helping the team at King take the Candy Crush Saga brand to the next level.”

Source: BBH

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