Miami Ad School - December 2014
BRACH'S CANDY CORN
Background: Brach's sales have been declining over the past 5 years due to competitive candies and increased parity amongst store brand labels.
Problem: All candy corn brands are the same. Brach's need to stand apart from the crowd.
Target Audience: Moms of kids K-12th grade
Research: 90% of moms admit to sneaking goodies from their kids trick-or-treat bags.
Insight: Moms feel guilty for stealing candy from their sleeping children.
Strategy: Moms are actually heroes for stealing candy because they are saving their children from sugar.
Tone: Humorous, playful.