It'Sugar: One scary election

IT'SUGAR, a candy brand, increased brand awareness during the Halloween period by launching an election-themed product and advertising campaign in the US.

Campaign details

Advertiser: IT'SUGARBrand: IT'SUGARAgency: M&C Saatchi PRCountry: 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...

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