Campaign details

Advertiser: IT'SUGAR
Brand: IT'SUGAR
Agency: M&C Saatchi PR
Country: United States

Situation overview

In the fall of 2016, IT'SUGAR, the experiential candy retailer known for its unapologetic sense of humor, embarked on one of the most important sales seasons of the year for candy brands and retailers: Halloween. According to candy sales data from the National Retail Federation, Americans were expected to spend over $8.4 billion in candy purchases for Halloween 2016. This year's Halloween season, however, occurred at the same time as the biggest global news moment in recent years: the U.S. presidential election. Brands like IT'SUGAR would be up against some major barriers in capturing any attention in a pre-election media climate, but that's exactly what the brand asked us to do, and on a modest budget.

Objectives

Communications Objectives:

  • Drive awareness by generating 15 million in quality media impressions
  • 90% of coverage is positive or neutral
  • 70% of coverage includes at least one brand visual
  • 90% of coverage includes at least one key brand message