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Leveraging the Power of Digital Marketing to Create Relevant Candy Experiences

Leveraging the Power of Digital Marketing to Create Relevant Candy Experiences

When it comes to candy, consumers crave both the nostalgic and the new. Whether it’s a chocolate bar, gum or hard candy, consumers are constantly on the hunt for the next big thing to satisfy their sweet tooth.More

As candy brands continue to innovate, they have to think beyond traditional marketing tactics. This summer, Spangler rolled out the first major ads for its Dum Dums lollipops in 30 years and Godiva unveiled a campaign that evoked its founder’s origin story. And, last month, Russell Stover paired its first creative in two decades with a redesign of its packaging.

The Art of Digital Candy: A Look into Candy Marketing’s Creative Campaigns

These tactics are especially important for candy brands, which typically have a limited number of opportunities to establish or maintain relevance with consumers. Those include Valentine’s Day, Easter, Halloween and December holidays. And, because most candy consumption occurs outside these times of the year, candy brands are also looking for a way to stay relevant throughout the rest of the year.

As such, many are leveraging the power of digital marketing to create entertainment and share-worthy experiences that are relevant for their target audience. This is particularly true for candy companies that want to stay ahead of the curve and attract a younger generation of consumers. With this in mind, marketers are embracing video content, live streaming and augmented reality to deliver candy experiences that are engaging and fun for both children and adults.

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