Everyone knows it. If you live in the west, you're a Red Vines fan. The east? Twizzlers country.
But what happens when you're looking to mix up this age old dynamic? American Licorice company has been at the mercy of the Red Vines/Twizzlers debate for decades. In fact, the #TeamRedVines/ #TeamTwizzlers rivalry is one of the most heated in the candy game (one we like to have fun with in social media). So when the company wanted to create a new product that would appeal to traditional Twizzlers fans, Fruit Vines® was born.
To support the new brand with our social media savvy, we created a presence for Fruit Vines on the most important social platforms and centered our content around the brand's key selling idea: "Live on the #SweetSide with Fruit Vines®."
Delivering on the message that life's little wins are a little better with a delicious bite of Fruit Vines®, our social strategy leveraged fun content, a thorough knowledge of the ideal consumer, and a deep and complex paid media campaign across social and digital platforms.
Fruit Vines® is off and running in its first year, and is looking to be a strong player to take on the giant in Twizzlers country.
My contributions
Managed content strategy, content production, and post strategy
Managed social advertising campaign strategy and execution
Coordinated social media execution of #SweetSide campaign and support of sampling events
Defined the voice for the brand in the social channels
Gathered data-focused insights to develop key-selling ideas, analyze campaign performance, and compare social advertising to traditional media advertising efforts