sour-patch-kids-method-man.png

Case Study
Fun Candy

Can America’s most ████ candy sweeten its ████ in ███ culture?

Challenge

██ ███ ███ hoped to win the hearts of kids and kidults everywhere but █████ started stealing its lunch. The brand was outspent █-to-█ and outflanked by █████’s significantly █████ social media fanbase. ██ ███ ██ needed to rally its online tribe in a ███ way, all without breaking the bank.

Approach

The top █████ candy brands battle to win the most fickle, elusive audience of all: ███████. █████’ ████████ content had wooed them with ██████ appeal. But there’s one thing █████ love more than ████ at █████ stuff on the internet—██████ the █████ █████. The goal was to turn the ███████████ into a ████ culture █████.

Step One in becoming █████ █████ is acting like you already are. "███ ████" took on an ██████ ███████, cracking ██-██-████ jokes on social, and ‘█████’ footage of ███ ███’█ █████ antics. Step Two is ████ in ████ from ██████ ████. █████ ██ of the famed ██-████ ██, was enlisted to star in a ████ video called "███ ██ ███," about the ██████ things █████████ do if they aren’t █████ fast enough. Lastly, a video game partnership with ████ gave ███████ fans a chance to ‘██████’ a day in a "███ ██ █████" via their console of choice.

Win

Both demand and sales increased. ██████████ grew █.██ times faster than ████, and outpaced the █████ of the entire █████ candy category in ████.

The practice of ███ ████ ███████ grew the brand’s ██████ audience by a comfortable ██% and most importantly, won over highly ██████ ████ ██████; ███ fans were █x more likely to ████, █████ or ███ content compared to ███████ fans. Lastly, the "████ ██ █████" █ video starring ██████ ██ and the ██ ██████ clocked over █MM views, became a trending Twitter topic the day of launch, and netted over ███ MM media impressions including prized ██████ outlets like █████ and ██████.

*These digital and social strategic efforts helped ███████████ net a ███ Effie and ████ Cannes Lion in 201█. 

 

Next — Outerwear Apparel