Brach's Candy: Make moments sweeter with Brach's

Grace Ferolo

Brach's, a confectionery brand, introduced new, refreshed packaging with a modernized logo and new characters, showcasing sweet moments of Valentine's Day, Easter, Halloween and Christmas, to establish itself as the essential candy brand of connection and celebration.

Campaign details

Brand: Brach's Candy Brand owner: Brach's Candy Entrant company: FERRARA CANDY COMPANY, USAIdea creation: O'Keefe Reinhard & Paul Chicago Market: North America (general region) Sector: Confectionery Media channels: Websites & microsites, Point-of-purchase, In-store, Radio & audio, Social mediaBudget: 10 - 20 million

Executive summary

As a 120 year old candy brand, Brach’s had to establish relevance with a new audience of Millennial/Xennial parents. In studying this demographic, we learned that meeting mounting expectations for holiday perfection causes young parents to overlook the...

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