On National Tell a
Joke Day, Laffy Taffy isn’t just unwrapping puns — it’s taking calls. For four hours, fans can dial into a “Laff Line” staffed by Damon Wayans Jr. and a crew of
Chicago comedians, hoping to land a punchline good enough to make the lineup on the brand’s new, easier-to-open wrappers. It’s part nostalgia play, part product refresh — and all
about reminding younger consumers why the decades-old candy still sticks.
The Ferrara-owned brand’s first-ever “Laff Line” invites fans to call 1-844-LOL-HOUR between 3 p.m.
and 7 p.m. ET on Aug. 16. Those who can crack up Wayans and his “Laff Squad” may see their joke printed on wrappers and receive custom packs featuring their gag, an event the company
is promoting on social media.
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It’s a new twist on the long-standing schtick of the brand, which has used that “Jokes on every wrapper” positioning since its 1970s-era launch,
with 200 jokes currently in circulation. Tricia Asbridge, brand manager for Laffy Taffy and Iconics, says the brand’s marketing has been quiet for some time, and that this hotline is a way to
ignite demand with younger consumers. The stunt draws from two insights: Gen Z’s fascination with ’90s nostalgia, and the role of humor in sparking connection, she adds.
“Laffy Taffy is about bringing families together through laughter and sweet treats,” Asbridge says. “What better way to do that than getting jokes
from fans to share?” Wayans’ brand of dad-joke humor makes a good fit with the kind of genial eye-rolling the candy’s known for. Asbridge’s favorites, for example, are
“What do you deserve and is also a bagel?” (“Everything.”) and “What’s a taco’s favorite dance?” (Salsa.)
She tells Marketing Daily the
promotion also highlights a functional upgrade. Years of feedback about hard-to-open wrappers prompted a redesign, reducing shred and stickiness. “With the packaging improved, the next big
renovation is the jokes themselves,” Asbridge says.
If the hotline draws laughs — and entries — it could prove there’s still marketing magic in the brand’s oldest
punchline.