Bit-O-Honey
A Century of Sweetness
CREATIVE DIRECTION
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ART DIRECTION
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DESIGN
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CREATIVE DIRECTION / ART DIRECTION / DESIGN /
ECD: Trevor Williams
Writer: Nick Beussink
Art Director: Baker Wright
Social Art Director: Cat DeSantis
Social Strategist: Taylor DeVault
Motion Design: Sara Frucci
How do you celebrate 100 years of sweetness?
With even more smiles, of course. So as Dum-Dums hit their 100th anniversary, we rolled out a massive social campaign to mark the centennial. We knew there was a lot of love for the brand. We just needed to activate the nostalgia, helping the iconic candy gain new relevance on TikTok.
We unleashed its fanbase with some truly delightful (and just a bit unhinged) content. And because Dum-Dums’ flavors inspire such fierce loyalty, we even enlisted the public to help us vote for America’s Flavorite. In the end, Cotton Candy ranked first. But the real winner was Dum-Dums itself, reminding everyone how much they love the brand.
Social Strategy
From Blue Tongues to Scrolling Thumbs
We leaned into the weird and wonderful nature of TikTok, from designing campaign posters for each flavor to revisiting old commercials (the ‘90s were a strange time) and launching a branded effect. We even featured the Dum-Dums drum man, a staple of the brand since 1966.
Branded Effect
Flaunt Your Favorite
We launched a branded effect letting people transform into their favorite flavor. And fans got really, really into it—bumping it to the top 1% of all branded effects on TikTok.
Organic Social
No Days Off
We didn’t just post fresh content every day. We joined the conversation, stitching user videos, hopping on trends and even getting in on brat summer.
Paid Social
Our media buy worked hand-in-hand with the organic strategy to boost top-performing posts from the Dum-Dums and influencer accounts. The paid TikTok campaign led to performance in the top 25% in the category for CTR, clicks and CPCs.
Influencers
Meet Our Birthday Ambassadors
We tapped three influencers to help spread the word—from a candy enthusiast to relatable parents to everyone’s favorite old-lady-slash-toddler, Evelyn Mae.
Website
Settling A 100-Year-Old Debate
Fans got to vote for every flavor ever made—and buy single-flavor bags of top faves—on our custom landing page.
America’s Flavorite
And The Winner Is
When Cotton Candy beat out the competition, we refreshed the page to celebrate. And let its fans enjoy the victory with Cotton-Candy-only bags.