It’s not a favorite. It’s not even a second favorite. And let’s be honest—it rarely (if ever) makes the top five. The Three Musketeers bar has quietly faded into the candy background, like the third wheel on a date who didn’t realize it was a date. Once a nostalgic treat, it now faces the challenge of cultural irrelevance. Enter a clever, character-driven campaign designed to give this overlooked trio a glow-up and nudge Three Musketeers back up a few spots on everyone’s favorite candy list.
The “All Four One” campaign flips the script by turning the classic trio into a quartet—positioning you, the consumer, as the fourth Musketeer. It follows the original three as they search for a new member to finally balance their group and end the eternal struggle of being the odd one out. Through playful storytelling that taps into a universally relatable feeling, the campaign explores themes of modern matchmaking, being the “third-wheel”, and group dynamics—recasting the candy bar as a symbol of inclusion, friendship, and sweet, sweet solidarity.
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Client: Three Musketeers, conceptual campaign pitch created as part of my graduate coursework in Advertising and Brand Responsibility
Year: 2021
Year: 2021
Project Credits:
Creative direction, illustration, and copywriting by Leah Olson
Key collaborators Sam Homola and Marissa Morales
Creative direction, illustration, and copywriting by Leah Olson
Key collaborators Sam Homola and Marissa Morales
In search of the 4th Musketeer!
Are you chivalrous, loyal, and the perfect amount of brave?
Do you have what it takes to even out our trio?
Apply online at www.4musketeers.com
(Serious inquires only)
...
(Seriously)
Formerly known as:
