The idea-mechanic
M.O.D.S. — Marmalade Samples for Mixing: gummies in a hot drink stretch and melt, giving birth to a «secret recipe».
Creative concept
A viral mechanic concept for the marmalade brand «Marmeladych»: a teen drops gummies into a hot drink, invents their own «secret recipe» and films it for TikTok and Reels.
The client
A marmalade brand with a distinctive mascot — a mustached experimenter. The brand's spirit: experimentation, fun, surrealism and a bit of cheek.
The audience is teens and Gen Alpha: schoolkids, stretching up to university students.
The task
Come up with an idea and a mechanic that sparks virality, lifts spontaneous brand awareness and carries its spirit — on a budget of up to ₽3M.
A low barrier to entry and a format that makes it easy to shoot lots of 15–30 second clips for UGC and social media.
— Gallery
Как это работает: мармелад в кружке с горячим напитком
Упаковка М.О.Д.С., вкус «Арбуз-киви»
Каждый придумывает свой М.О.Д.С. и даёт ему имя
Инсайт: аудитория отвечает сама за себя
Визуальный фрейм «Breaking Bad для подростков»
Победитель создаёт свой рецепт на заводе с технологом
Нейминг миксов с отсылками к Roblox и играм
Коллекционные карточки: 10 фирменных миксов
Редкая «секретка» — ранний доступ к новинке
Новая линейка «Хрустни» — хрустящий мармелад
«Хрустни», который макают в «Соусоус»
Ритуал-продукт по логике Oreo и Choco-Pie— ABD's role
We created the mechanic, the product, the naming and the visual language — and wrapped it all into launch scenarios.
M.O.D.S. — Marmalade Samples for Mixing: gummies in a hot drink stretch and melt, giving birth to a «secret recipe».
Everyone invents their own M.O.D.S., gives it a name and uploads a clip to the brand's Telegram mini-app. The winner gets a trip to the factory.
Insert cards with recipes and the Doctor M.O.D.S. character, plus rare «secrets» — a mechanic that drives repeat purchases and LTV.
The «Crunch» line — crunchy marmalade you dip into «Saucesauce». A ritual product in the spirit of Oreo and Choco-Pie.
A «Breaking Bad for teens» frame: the feel of something forbidden, but really — just gummies in a mug. Acid palette and the mascot.
Teaser, challenge launch, extra storylines and a finale with a limited edition — storyboards built for TikTok and Reels.
— Result
A concept developed for a pitch. Virality lives in the mechanic itself; collectible cards drive repeat purchases and LTV, while the Telegram mini-app builds a base of fans.
— Next step · Free consultation
→ Book a slot · Telegram · MAX · Email — whatever's easiest
Telegram@stepan_abd MAXStepan Emailadbydad.agency@gmail.comA short first call — no decks, no fluff. We'll look at your site, social media or packaging, talk through the task and suggest where to start. No obligations on either side.
