Brach's has decided that fall is
"Candy Corn Season."
The new spot, by Rethink New York, positions the candy as an unofficial ambassador of fall, rather than just an annual Halloween treat.
The alliance is a natural one.
Candy corn is named after a harvest symbol, while its autumnal coloring evokes the season.
The "Fall-to-The-Wall" 15-second spot
suggests that a bite of Brach's Candy Corn can turn a banal living-room experience into a seasonal landscape, complete with leaves, sweaters and appropriate fall decor.
The creative is the
first work since Rethink was named agency of record for Brach's Seasonal (Candy Corn, Candy Canes, Jelly Beans, and Conversation Hearts) and SweeTarts in March.
“People get very
passionate about Candy Corn. For those that love it, as soon as it hits shelves, it’s officially fall,” said Tara Lawall, Chief Creative Officer of Rethink New York. “We want to own
that feeling for Brach's and celebrate just how hard people go for fall.”
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CNN reports that approximately 35 million pounds of candy corn, or about 9
billion pieces, are sold annually in the United States, with the majority of sales occurring during the Halloween season.
Brach's is owned by the Ferrara Candy Company. The candy's original
name, Chicken Feed, started in the late 1880s. It was invented by George Renninger, a Wunderie Candy Co. employee and marketed to a largely rural American public. It became a Halloween staple in the
1950s when it was individually wrapped.