always on deck.
Now and Later candy conveniently fits into each moment of your day; small, big, or somewhere in-between.
Campaign Research
Blind Taste Test Results
What people liked about the product
An interesting find from this taste test was that some people thought Now and Later candy had a better chewing experience than other candy options. The following are some of the ways the participants described eating it:
“Not too sticky”
“Sweet with a zing of flavor”
“Flavor isn’t too overwhelming”
“Texture of a hard chewy candy”
What people did not like about the product
The majority of participants were found to dislike the chewiness of the Now and Later candy. Here are some of their comments:
“It’s so chewy they’re still eating it”
“It’s really hard to chew at first”
“Gets stuck in my teeth”
Emotions participants felt when eating a Now and Later
This candy taste test captured a wide range of responses to trying this candy.
“Indifferent, but not happy”
“Happy, because it reminds me of when I was little on Halloween”
“Annoyed because it’s stuck in my teeth”
“Calm feelings'“
Survey Highlights & Results
The following are the highlights of our survey that was conducted to gather research on our target audience. These results guided our campaign concept, strategy, and creative execution by acting as key consumer insights for how to effectively reach our target.
The majority of participants buy the candy product with the most flavor options.
Although people didn’t love the taste, they associate the brand’s colors with the words energy, flavorful, bright, and happy.
With no current advertising and a low level of brand recognition, there is a huge opportunity to get consumers engaged and excited about this brand of candy.
When people eat and buy candy, they look for something that is a quick snack for on-the-go situations.
Print Advertising
TV Commercial
Brand Instagram Account
Click here to view the full brand Instagram account.
IGTV and Instagram Story Post
Out-of-Home Advertising
My role in this project was to develop a consistent strategy for the campaign that would be effective across all platforms. I compiled our primary and secondary research results into a creative brief, which acted as our campaign strategy guide. I also designed the layout and put together our 95-page plans book that showcases the Now and Later campaign. I acted as a project manager and strategist that took this campaign from beginning to end in effective way.
To view the entire campaign plans book click here.
Created in collaboration with Gina Castanzo, Emma Freeman, Grant Alger, & Kimberly Diaglion