53.8K

Page Views

18.9%

Engagement Rate

105M

Impressions

Project Notes

Reinventing an iconic brand for a social media age

We dreamed up Laffy Taffy’s authentic social and digital presence to make silly jokes and tasty flavors an interactive family affair.

The Brief

Laffy Taffy is a beloved candy brand with a rich history. It was recently sold to a new company which wanted to bring its marketing into the 21st century while still maintaining the “little bites of joy” that have made it an iconic brand for decades.

The Execution

TOP conducted a great deal of market research and branding strategy to find the right messaging and positioning for an established brand looking to make a new splash. We focused on four major activations throughout the year based on our expertise in calendar-based marketing and time triggers to capitalize on moments during the year that Laffy Taffy was already predisposed to own. With a heavy aspect of influencer marketing, we were able to operate across multiple channels including social, digital video, Always-On PR, and experientials to highlight the importance of family and “little bites of delight.”

The Result

The results were immense. We launched and managed Laffy Taffy’s social sites garnering a significant amount of engagement in a short time. Our activations galvanized influencer and earned media mentions and our videos were played thousands of times. Over the course of the campaign we were able to position Laffy Taffy as one of the parent company’s rising star brands and set the example for breathing new life into legacy candy brands.

Highlights

Goal

Inject new energy into a beloved candy brand and bring their marketing into the 21st century.

Impact

4 successful tentpole activations and thousands of engagements on content including video, influencer, social, and PR.

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