Work Overview:

Tasked with reinvigorating the 3 Musketeers brand for a younger teen demographic, we developed a cohesive brand campaign designed to reposition the product as a symbol of friendship and light-hearted fun.

Execution:

The “Throw Shine” campaign captured the spirit of camaraderie and sweetness inherent in the brand. Inspired by insights from real teens, we created three interconnected stories that resonated deeply with our audience. The campaign spanned multiple touchpoints, including online video (OLV), redesigned packaging, shopper activations, influencer partnerships, social content, and advocate seeding. This fully integrated approach ensured a consistent brand message across all channels. The campaign delivered exceptional results:

a. Sales Growth: Reversed a four-year sales decline with measurable lifts during the campaign period.

b. Impressions: Garnered 239,525,037 total earned and paid impressions, cementing “Throw Shine” as a form of social currency.

By revitalizing 3 Musketeers’ relevance to a younger audience, the campaign not only drove short-term sales but also set the stage for long-term brand equity.

Role:

Executive Producer.