CHEWIN’ IT OLD
SCHOOL SINCE 1917

Challenge

Convert an 80-year-old regional brand of nostalgic candy with a loyal, older fan base of 40+ year olds to a hipper, newer national brand geared toward 18-to-24 year-olds. 

Approach

Manage all aspects of the new product launch, including new logo and packaging development, consumer research, positioning, advertising, promotion and marketing plan development.

Results 

Research proved that consumers preferred the new packaging and product by a 2-to-1 ratio. The company successfully exceeded the Year I trial objective by efficiently reaching 6 million consumers across the country through a successful TV campaign and events. 

TV execution won an Addy award