Summary
There was a time when Canadians would've almost unanimously named Oh Henry! their go-to hunger solution. Twenty years ago, the "Oh Hungry? Oh Henry!" campaign cemented the brand's hunger credentials with its audience.
But that was the 90s, and that generation of snackers is now heading into their 50s, and the brand needed to expand beyond them.
We'd become a dusty old "dad bar." We had to create a new generation of loyalists with very modest budgets.
This case demonstrates how we made Oh Henry!'s hunger-filling bar relevant to younger consumers. It sums up how we recognized a...