Setup

Dare Candy Co has been famous for its delicious vegan gummies for years, but its social media presence—and thus brand affinity—lagged behind the competition. While launching a new line of flavours, the brand knew it had to make a big impression that would last, with word spreading organically.
Strategy

An extraordinary, memorable experiential activation takes more than a stylized vehicle and free samples. Consumers must be excited and engaged by the brand’s essence on the day of the event and have lasting memories to share on social media with friends and family.

Dare Candy Co’s social accounts were reinvented and relaunched alongside the largest activation in the brand’s history. Each part of the experiential campaign built upon the other—social media posts drove consumers to sample new candy at the activation, and experiencing the activation sparked their affection for the candy itself.

The social media launch was wildly successful, surpassing all expectations with nearly 25 million impressions and 91% positive consumer sentiment.
Sampling Program

A product sampling truck toured Toronto, Calgary, and Vancouver—serving as both a literal and figurative vehicle—to bring Dare Candy Co directly to the people. Vibrant design transformed an ordinary food truck into a cartoon-like spectacle: branded characters waved from illustrated windows, and Barry (the quirky, gregarious mascot) lounged on the hood. Prominent campaign hashtags let consumers track the truck on social media for an irresistible photo op. Every element was designed to be fun, immediately recognisable, and Insta-worthy for passersby.

Social Amplification
Mesmerizing motion graphics showcased brand-new SKUs, drawing viewers into a RealFruit Gummy trance.
Brand Recognition
Imagine consumers gathering to play a game that’s fun for all ages, all while discovering your entire product line. The Memory Match Game did just that for Dare Candy Co, showcasing illustrated images of all the flavours from newly introduced SKUs.
Game sets were sent to social media followers as part of prize packs. They proved an effective Trojan horse for building brand affinity and quickly became a social media staple. Demand increased so rapidly that an extended production run was required for future contests and promotions.
iMessage Emoji Stickers
The most frequently used emoticons were reimagined as RealFruit gummies, letting consumers insert Dare Candy Co’s playful brand personality into everyday conversations while broadening their product familiarity. The app was featured on Apple’s Editors’ Choice list, propelling it into the top 20 free iMessage apps (with no paid promotion).
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