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 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...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands