Nestlé Sweetarts official dot com is built on Tumblr, leading to an interesting question - how do you showcase a CPG product (including packaging) in a way that feels less like an ad and more like shareable content? To help them from the Tumblr side, we actually took on making a bunch of their posts. I came up with the content and media strategy, briefed our incredible content partners at Moon Tide Media, wrote the copy and guided the content through client reviews.