Natural Confectionery company: How Jelly Phants were born

This case study describes how The Natural Confectionery Company (TNCC), an Australian brand that was purchased by Mondelez and launched in Ireland in 2004, with a small budget of 131,000 euros, created an advertising campaign that delivered the most successful ever launch in Ireland.

Natural Confectionery company: How Jelly Phants were born

Agency: PHD

Introduction & Background

'If you're trying to disrupt the status quo and beat competitors, you're not going to do it by playing their game' (Darmesh Shah - Entrepreneur)

Our ethos at PHD is to 'find a better way'; to push boundaries and find solutions that shake up the status quo and improve performance.

The crux of this paper is about how, with a small budget of €131,000, our advertising campaign delivered the most successful ever launch for The Natural Confectionery Company (TNCC) in Ireland.

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