Gaming partnership helps Butterfinger refresh its positioning | WARC | The Feed

Butterfinger, the 100-year-old confectionery brand, engaged a younger audience in the US by partnering with video-game series Final Fantasy VII to provide players with exclusive content.

Why it matters

Partnering with brands that align with the youth’s passions or beliefs is an effective way for legacy businesses to refresh their image and appeal to a more youthful demographic.

The partnership in action