The shops irreverent branding and mature attitude drive the hypnotic and psychedelic animations, which glorify candy in all its many forms. From celestial explosions of candy canes to liquid milk-chocolate speaker cones vibrating to dance beats to glistening gummy bears streaming like a rainbow waterfall, the pieces reinforce the hip, quirky and fun-loving mantra of the IT'SUGAR brand. The films all conclude with stylized variations of the IT'SUGAR logotype, often times treated as coat of arms a stylish reminder that candy is not just for kids.

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