Jolly Rancher & Anomaly, “A New Media Model to Transform a Brand that Sucks”

Le Prix Effie d'Amérique du Nord et ATOMIQUE se sont associés pour présenter une série d'entretiens spéciaux mettant en vedette les gagnants du concours 2017. Alan Hart, associé directeur à ATOMIQUE et Host of “Le marketing aujourd'hui”, s'est entretenu avec ces spécialistes du marketing pour discuter des enseignements tirés de leur travail récompensé par un Effie.

Dans le Winner Spotlight 2017 de cette semaine, Hart s'est entretenu avec Bill Blubaugh, Senior Brand Director of Sweets and Refreshments à The Hershey Company, to discuss Jolly Rancher’s “A New Media Model to Transform a Brand that Sucks" campagne, créée en partenariat avec Anomalie.

The campaign developed from a push by The Hershey Company to try new media strategies. The company chose Jolly Rancher to be the brand to explore an untraditional marketing model. Blubaugh had the insight that Jolly Rancher was the candy you ate in boring or sucky situations. Instead of trying to change the brand perception, Blubaugh and his team embraced it. They created a fresh and new idea for the Jolly Rancher brand, called “Keep on Sucking with Jolly Rancher,” which used digital content and online community engagement to refresh and redefine the marketing of the brand.

The campaign was different from what The Hershey Company typically did because it wasn’t solely traditional TV spots but rather a combination of spots and digital content. The new role of advertiser and publisher meant Blubaugh had to tackle the challenge of content creation and manage two-way communication between the consumer and the brand. An animated fruit gang representing the candy flavors was created to share the “Keep on Sucking” motto. But Blubaugh realized the brand couldn’t just show up and expect consumers to buy it. It had to make the experience memorable and motivate consumers to buy. So he embraced communicating with consumers online and discovered Jolly Rancher fans loved being heard. Consumers felt appreciated and showed it in their sentiment and engagement. Their likes, comments and shares proved the new media model was anything but sucky.

“A New Media Model to Transform a Brand that Sucks” by Jolly Rancher and Anomaly took home an Effie in the Media Idea category at the 2017 North American Effie Awards.

Watch the full interview with Blubaugh here >
Écoutez l'interview en podcast ici >

Cet article a été publié à l'origine sur le Le blog ATMOCK. 

Source: atmock.com