IT'SUGAR's plan to transform influencer marketing

This event report outlines how IT'SUGAR, the candy retailer, hopes to transform influencer marketing to the benefit of its brand, customers and marketing partners in the US.

IT'SUGAR's plan to transform influencer marketing

Stephen WhitesideWarc

IT'SUGAR is a candy retailer that has transformed its category by eschewing kids and targeting young adults with products boasting provocative names such as "Camel Balls", "Flinging Poo" and "Eat Me".

Lauren Fleischer was appointed as Director of Marketing at the Deerfield, Florida-based company – which boasts 100 stores nationwide – in February 2016. And alongside promoting its brightly-colored stores and unusual product stable, one of her self-proclaimed objectives going forwards will involve the "reinvention of influencer marketing".

Drilling down into this topic, she questioned the structure of brand...

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