Jolly Rancher: A new model for the new era of communications – Transforming a brand that sucks

Jolly Rancher, a US candy brand, overturned a 4 year sales decline by rebranding its product and heavily relying on social listening and targeted content.

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...

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