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Jolly Rancher Launches New Product with Video Contest

Last updated on September 5th, 2012 at 04:23 pm

The Jolly Rancher® brand is introducing a unique way to enjoy bold fruit flavor with Jolly Rancher Crunch ‘N Chew® candy. With a crunchy candy shell and a soft, chewy center, new Jolly Rancher Crunch ‘N Chew combines the bold fruit flavors of original Jolly Rancher Hard Candy with the chewiness of Jolly Rancher Chews.

Jolly Rancher logoTo celebrate the product launch, Jolly Rancher Crunch ‘N Chew candy partnered with Poptent, an online videographer community, to create original video spots highlighting the crunchy and chewy elements of the new Jolly Rancher product. The candy invites consumers to cast their vote and help choose the winning video.

Poptent is a community of filmmakers, actors, comedians and animators who are connecting to each other and to brands to showcase their talents while exploring a new way of creating branded messages for the internet age. The Jolly Rancher assignment received a tremendous response, surpassing expectations with nearly 200 submissions ranging from catchy musical raps to humorous spoofs focusing on the product’s unique characteristics. Consumers are invited to vote for their favorite Jolly Rancher Crunch ‘N Chew candy video at www.jollyrancher.com.

Fans can visit the Jolly Rancher website to view the final three videos and cast their vote for their favorite of three once per day through Feb. 15:

• Do You Wanna Crunch—A vibrant and catchy Jolly Rancher Crunch ‘N Chew rap, highlighting the product’s crunchy and chewy characteristics.

• Brand New—Jolly Rancher’s newest product inspires young artists to produce a fresh new track that starts on the basketball court and finishes as a colorful music video.

• The Adventures of Bart the Bold, Part 1—Bart the Bold goes on a bold adventure, defeating villains and eating Jolly Rancher Crunch ‘N Chew candy along the way. Consumers can choose where Bart’s adventure takes him next.

After the votes are tallied, the prize-winning videographer will produce two additional videos, resulting in a three-part video series that will be posted on the Jolly Rancher website this spring.

“The combination of a hard candy shell and a soft, chewy center gives candy lovers the best of both worlds and the chance to experience the untamed fruit flavor of Jolly Rancher candies in a brand new way,” said Anna Lingeris, spokesperson for the Jolly Rancher brand and The Hershey Co. “We wanted to give our fans the opportunity to engage with the brand like never before and after reviewing the nearly 200 submissions from Poptent videographers across the country, we’ve selected our top three videos and are excited for our fans to select the winner.”

With four flavors including cherry, blue raspberry, green apple and watermelon, Jolly Rancher Crunch ‘N Chew candy are available nationwide at mass grocery, drug and convenience stores.


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