Summary

Imagine you're a teenager on a car journey stretching into eternity. Your little brother is watching Frozen on the iPad. For the 50th time. Your Mum wants to talk about school.

There is no Wifi. You don't want to waste your data.
Somewhere entirely elsewhere, far far away,
your friends are feeding the fire on Snapchat.
Your Dad hands you a sweet. It's a Jolly Rancher.
You put it in your mouth, look out of the window
and think, "This journey sucks."

Founded in 1949, Jolly Rancher is a Hershey-owned heritage candy brand most usually found right at the dusty bottom of the sweet jar. Unloved. Undesired. And tanking in sales. If ever a transformational strategy was needed, this was it.

This paper is about how transformational change can happen through the power of Total Strategy. Because in restoring Jolly Rancher to growth for the first time in 5 years, a team of strategists including Brand Strategy, Comms Strategy, Content Strategy and Social Strategy worked to give Jolly Rancher an entirely new model for communications. A new model that has resulted in transforming every aspect of how Jolly Rancher is marketed - including how and where creative work is physically produced and even the client creative approval process itself.