HI-CHEW Turns Candy Into A Fruity Adventure
- by Fern Siegel , August 14, 2023
HI-CHEW, the fruity, chewy candy, debuted its newest digital commercial. The 30-second spot suggests consumers "Choose Different. Choose Fun. Chew HI-CHEW."
The commercial animates a variety of fruits — grapes, watermelons, strawberries, apples and cherries. The candy transforms an ordinary day into an adventure. Skateboarders zip across campus, as passengers take a bus ride around a city.
Joanne Hsu, senior brand marketing manager at Morinaga America, Inc., told Agency Daily: “Our newest digital commercial allows our Chew Crew, HI-CHEW’s most dedicated fans, and new fans, to experience the pixel-perfect symphony of innovative flavors and interactive visuals that our brand is known for."
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The new ad airs nationwide on various digital channels, including Connected TV, YouTube, Meta, TikTok and Gas Station TV through the end of the year.
Teruhiro Kawabe, Chief Representative for the USA and President-CEO of Morinaga America, said the brand is becoming a household name and believes the spot will "resonate among consumers of all ages and leave them craving HI-CHEWs."
The company says nearly 1 billion pieces of the candy are consumed yearly. Recently, the brand launched HI-CHEW Bites, unwrapped bite-size chewlets in mango, green apple and strawberry flavors, that are sold in 7-Eleven and Speedway locations across the U.S.
Morinaga America, Inc. is the candy's official distributor in the U.S. HI-CHEW is the best-selling soft candy in Japan.
