The Hershey Company/Jolly Rancher: A New Model for the New Era of Communications: Transforming a Brand that Sucks

This case study looks at how Jolly Rancher, the American candy brand, transformed its strategy to go from an undesired brand to a sustained success.

Campaign details

Agency: Anomaly

Summary

Founded in 1949, Jolly Rancher is a Hershey heritage brand usually found at the dusty bottom of a candy dish. Surrounded by stray buttons and loose lint. It's often in places you don't want to be, the bank, a doctor's waiting room your teacher's office.

Unloved. Undesired. And declining in sales.

If ever a transformational strategy was needed, this was it.

This case is about how a transformational change can happen through the power of Total Strategy. Because in restoring Jolly Rancher to growth for the first time in four years, a...

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