Multichannel nostalgia-centric marketing campaign spanning digital, social and public relations designed to increase brand awareness and drive sales of the beloved ’90s candy brand
PHILADELPHIA (Oct. 5, 2017) – Brownstein Group and Frankford Candy, the largest marketer of licensed confections and gifts in the U.S., today launches an integrated communications campaign for Wonder Ball, the popular candy brand of the 1990s. Frankford Candy, which relaunched the product in spring 2016, selected Brownstein Group to support the reintroduction of Wonder Ball to parents, millennials and younger generations in the U.S. through a comprehensive marketing program.
The digital-first campaign focuses on brand-specific digital channels and media/influencer relations, complemented by out-of-home activations to reach consumers during their day-to-day activities. The concept of the campaign is to remind millennials of “that feeling when” they first opened the Wonder Ball box, unwrapped the foil and cracked open the chocolate ball to reveal a tasty candy tucked inside.
“This Wonder Ball campaign is designed to resonate with the millennial audience by taking them back to fond childhood memories,” said Marc Brownstein, President and CEO of Brownstein Group. “Through the website, social media channels, activations and other tactics, we strived to elicit feelings that will make parents and especially millennial-parents want to share the product with their children.”
The campaign kicks off with the debut of wonderballcandy.com, a fun and interactive website for parents to explore with their children. The site features stop-motion animation of key product varieties, a soundboard that features the noises of Wonder Ball characters and details on product retailers to drive in-store sales. To further elevate the brand’s digital presence, channels were launched on Facebook, Twitter, Instagram and YouTube.
The campaign will also feature an extensive national media and influencer relations program to further increase brand awareness and motivate in-store product purchases. Several out-of-home and digital activations in select key markets will reach audiences through surprise events, product sampling and social media contests – driving consumers to the brand’s website and product retailers.
“Frankford Candy has been in the candy business since 1947, but we still love a good surprise – that’s why we decided to bring back Wonder Ball,” said Stu Selarnick, CEO of Frankford Candy. “The marketing campaign, created with Brownstein Group, to relaunch the candy is packed with moments to surprise and delight our consumers the same way the candy does every time they open the box to reveal candy and stickers.”
Each Wonder Ball features delicious milk chocolate, candy and fun sticker surprises. After opening the box and unwrapping the foil, consumers find a chocolate ball filled with candy in a variety of characters, colors and flavors. This month, the brand is launching a new variety, Wonder Ball Plus Prize, that also includes a collectible prize in the package, as well as character stickers.
“As an agency that specializes in consumer engagement and drive-to-retail national campaigns, we’ve had a ‘ball’ working with Frankford Candy to bring Wonder Ball back to the market and are excited for consumers to get their hands around the product again,” said Brownstein.
About Brownstein Group
Brownstein Group is the longest-running independent brand communication agency in Philadelphia. Founded in 1964 as Brownstein Advertising, Brownstein Group has since evolved into a network of integrated communication specialties encompassing brand strategy, digital, advertising and design, public relations and social media. Named one of Ad Age’s Best Places to Work and a Fortune Top 100 Best Places to Work for Women, Brownstein Group provides services to a diverse group of clients, including many in the A/E/C industry such as Saint-Gobain North America, SageGlass, Pennsylvania Real Estate Investment Trust (PREIT), The McBride Company and Cecil Baker + Partners. Brownstein Group is a member of the Society for Marketing Professional Services and a premier sponsor of the Delaware Valley Green Building Council. For additional information, visit www.brownsteingroup.com.
About Frankford Candy
Frankford Candy LLC is the leading confectionary supplier of licensed chocolate and non-chocolate confectionary & gifting products. Founded in 1947, Frankford manufactures chocolate at its Philadelphia headquarters and partners with world-renowned suppliers to bring consumers high quality, great tasting candy & gifts. The company’s portfolio includes both entertainment and food licenses from many of America’s most trusted and loved brands. Visit Frankford’s website to learn more: www.frankfordcandy.com.