There are many kinds of decorations on
a Christmas tree, but the sweetest is probably the candy cane.
To underscore that point, Brach's has debuted a new campaign with the expected tag: “Decorations You Can’t Not
Eat.”
Rethink NY produced the creative, which is available in 15- and 30-second cuts. The national campaign will run
across social, OTT, and OLV. iProspect handled media.
In addition to the spot, the agency also crafted The Cane Opener, a cutting device that opens candy canes without the mess. As of Nov. 17,
fans can visit TheCaneOpener.com to purchase their
own.
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Rethink NY, Brach's AOR, was responsible for a Candy Corn
campaign in August, suggesting it's the ideal treat for fall. The agency will team with the brand's Sweet Bright Conversation Hearts line next year.
“At Rethink, we are always searching
for truths and we thought we had something cool when we realized that candy canes are the one decoration that you can also digest. Can’t eat Christmas Lights. That’d be a disaster,”
said Tara Lawall, CCO of Rethink NY.
Brach's is owned by the Ferrara Candy Company. The company was founded in 1904 in Chicago. Emil J. Brach opened a small candy story he called
“Brach's Palace of Sweets.”
The agency's client work includes Molson, Ikea, Uber Eats and Kraft Heinz.