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Jolly Rancher
A new media model to transform a brand that sucks

RAN IN: United States

CLIENT
The Hershey Company

AGENCY
Anomaly *Lead Agency


Universal McCann


SUMMARY

A brand that sucks finds sweet success - finding growth, brand relevance and an identity after years of stagnation - with a new model designed for the new age of communications.

CASE STUDY

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CASE VIDEO


Hero Medium: SOCIAL MEDIA

Medium Featured On Video: CONSUMER INVOLVEMENT/USER GENERATED;Consumer Generated (Consumer Involvement/User Generated);Viral (Consumer Involvement/User Generated);WOM (Consumer Involvement/User Generated);GUERILLA;Sampling/Trial;Street Teams;INTERACTIVE/ONLINE;Digital Video;Display Ads (Interactive/Online);Geo-based Ads;MOBILE/TABLET;Display Ad (Mobile/Tablet);Location-based Communications/Real Time Marketing;Messaging/Editorial/Content;OOH;Billboard;PR;PROFESSIONAL ENGAGEMENT;Continuing Engagement;SEARCH ENGINE MARKETING (SEM/SEO);SOCIAL MEDIA;SPONSORSHIP;TV;Interactive TV/Video on Demand;Sponsorship (TV);Spots (TV)

Audience: 18-24

Objectives: Increase sales, volume

Type: Business to Consumer

Classification: National

Language: English