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Heath Candy was
one of the oldest toffee brand bars in the North American market. However,
recent years had seen flat sales and flagging buyer interest. This was
especially true in younger age markets. Although the brand enjoyed significant
loyalty among an older market, trial by kids was almost non-existent. In
addition, it was determined that the advertising cost to revise the brand
position would not be cost-effective. Instead, an evaluation was made to
determine how the younger market consumed snacks and what type of product could
work for them as it involved the Heath brand. The result was Heath Sensations,
an M&M’s or Jolly Rancher sized product that could be consumed by both
kids and adults and might well revitalize distributor and merchant interest in
the process.
This was a lead
agency project awarded on the track record of our staff. Helping to re-write and
craft a motion picture script, design and build sets, hire talent and work
within a crash schedule and moderate budget were major challenges.
Producer
Christel Crane created a number of slice-of-life scenarios using
non-professional actors while insuring that set construction, crew logistics,
and careful food styling was moving forward. One set involved a literal mountain
of chocolate that proved a challenge for crew and stylists to work with.
The end result
was a film that worked in conjunction with rollout commercials from the lead
agency and a national sales meeting to kick-off the leveraged product. Within a
year, Heath Sensations had become a success, impacting the bottom line for the
client. Best of all, there was
little cannibalization of the core brand and Heath recognized that they were
building new loyalty from the ground up.
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