Butterfinger: Game Better with Butterfinger

Confectionery bar Butterfinger grew sales and appealed to younger consumers in the US through a gaming partnership and redemption scheme with Final Fantasy VII.

Campaign details

Brand: ButterfingerBrand owner: FerreroLead agency: MindshareContributing agencies: Golin, PrizeLogic, GeometryMarket: United StatesIndustries: ConfectioneryMedia channels: Gaming & in-game advertising, Livestreaming, Merchandise & free gifts, Online video, Social media, Word of mouth, influencersBudget: 1 - 3 million

Executive summary

As a classic American candy bar from the 1920s, Butterfinger was looking to reclaim its place as a top-five candy bar in the US and connect with a new, younger generation of candy bar lovers.

With two-thirds of the US population gaming, candy brands are naturally...

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