How does an iconic candy brand like Red Vines stand out in a crowded confectionary industry space? GreenRoom found the solution by working closely with Red Vines’ marketing team to create a unique, never-before-done product that would get the attention of media brand fans. Known for their popular Super Rope, GreenRoom opted for the adage, “Bigger is Better” and helped the team develop a 50-foot long Red Vines Super Rope to commemorate National Licorice Day.
GreenRoom leveraged the lengthy treat in custom media boxes and event activations that showcased the beloved brand’s sense of fun, innovation in the candy marketplace, and 100+ year old history. Carrying the initiative further, GreenRoom helped bring Red Vines’ creativity and whimsy to the industry’s most impactful tradeshow, Sweets and Snacks Expo (SASE), to help unveil new products ahead of the busiest confectionary buy-in season of the year.
Roping in the results.
The results? GreenRoom positioned Red Vines as a visionary candy brand leader. The agency secured the brand a steady flowing stream of top tier media results with outlets like People Magazine, Oprah.com, Hello Giggles, Us Weekly, Delish, Tastemade, SimpleMost, Bustle, The Daily Meal, and Reader’s Digest as well as coveted trades like Candy Industry Magazine, Candy & Snack Today and many more.
The measurement of sweet success stemming from the agency’s tailored outreach and creative planning over the course of 16 months looks a bit like this:
- 1,487,046,750 total online impressions
- 11,519,589 total circulation
- $1,151,227 print and broadcast comparative ad value
In the Food and Beverage space and need help adding some sweetness to your brand? We’d love to work together.