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


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 doct

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