• by Steve McClellan  @mp_mcclellan, January 8, 2021

Jolly Rancher hard candy is launching a new digitally focused campaign, "Time For A Flavor Ride," on Monday.

The new campaign, developed by San-Francisco-based agency Erich & Kallman, features, well, a jolly rancher.   

The diminutive rancher is small enough to ride a piece of Jolly Rancher Hard Candy, which he does in the spots breaking next week.

He’s is shown interrupting everyday scenarios to coax fans into taking a “flavor ride” by eating the hard candy. The Rancher, himself, goes for a literal ride each time the candy is unwrapped, sending him flying off the wrapper.

Each of the spots end with the narrator declaring,  “Time for a flavor ride!”

The campaign will be seen across digital/social channels, including Facebook, Instagram, Snapchat and YouTube and will run throughout 2021.

Sample the work here, here and here.

The campaign launches with three spots while additional components of have been developed for release throughout the year.