Subscribe
Subscribe

Jolly Rancher ad targeting Millennials: ‘Keep on sucking’

By Rebecca Downs
Add Washington Examiner on Google

Jolly Rancher figures that life can be hard for Millennials, and so they created a whole ad campaign around it. AdWeek points to the extensive job they have done with TV spots and social media campaigns in order to reach young people.

“Keep on sucking” is the theme and as AdWeek mentions, has been “a rallying cry being sounded across social, digital, out-of-home and TV—exhorting millennials to keep on sucking the candy until frustrating moments suck a little less.”

Anomaly creative director Johnny Dantonio also has more to share behind the idea of the campaign:

If someone is at the Yankees game and says, ‘This rain delay sucks,’ and tweets that, we have the ability to literally tap our illustrator on the shoulder and say, ‘Draw a character sitting at a Yankees game in the rain,’ and tweet it back to them, and say, ‘Hey, just keep on sucking! Have a long-lasting Jolly Rancher.’ It’s an interesting, geeky, fun, lighthearted way of saying, ‘Yep, that really does suck, but at least there’s candy.’

Jolly Rancher and Anomaly are targeting the 18-24 crowd with TV spots featuring things that “suck,” such as internships and middle seats.

Jolly Rancher has also created animated characters from the candy flavors with the help from artist Kevin Lyons. More ads show them doing things like diving and playing basketball, things which may not suck, but which young people still engage in, or at least might find amusing to see animated Jolly Rancher flavors engaging in.

The campaign also brings the animated characters and “Keep on sucking” together on Twitter.

The campaign was created by Anomaly in New York in August. Since then, they have already come up with an impressive 490 pieces of content.

Related Content

Do Not Sell or Share My Personal Information

NEWS

POLICY

COMMENTARY

RESTORING AMERICA