Real Kids. Real Results.
In 1992, first-time advertiser Annabelle Candy Company gave us three challenges: define the brand, connect with the consumer and be efficient with media spending. We rolled out a regional campaign on MTV, reaching our 12-18 year old target. The spots featured testimonials with real kids. It was a simple, but powerful idea that endeared viewers immediately.
Later, we produced an outdoor campaign that created unprecedented sales and distribution, followed by an innovative public relations campaign that had radio disc jockeys talking up Annabelle's retro bars.
Today, Annabelle's regional favorites, Big Hunk, Abba Zabba and Rocky Road, compete successfully against national giants like Nestlé, Hershey's and Mars.
"I'm always amazed at their creativity."
Susan Karl
CEO
Annabelle Candy Company
