The Toms product series, Nellie Dellies, is built on a unique technology that replaces sugar with plant fibers and stevia. With its clinical look and glossy surface, the Nellie Dellies’ packaging seemed like just another unhealthy light product for diabetics, failing to reflect the healthy lifestyle it was made for. To reposition the brand as a no-sin temptation, the line of packaging was redesigned. The promise of good taste and natural ingredients became the center of new relevant product claims and designs. The Nellie Dellies’ packaging redesign was followed up by a social media campaign, engaging the target group in a comic universe around the figure Nellie.