Creating an ownable world around a brand.
But given that they were a challenger in their category, promotion of their juicy bears often led to boosting competitor sales. Could JOAN help them differentiate and build their awareness in a way totally unique to them?
Our Idea: Create a fantastical living world around the Black Forest - a “real,” but not real, place located in some long-forgotten nation in some undiscovered corner of the globe.
The 360 campaign was launched when high profile travel influencers “discovered” this new civilization, sharing with their followers on Instagram.
Partnerships with travel sites showed their audiences how to “plan visits.”
Americans got to meet the people of the Black Forest when they donated a gummy tree to New York City as a cultural exchange gift.
Within a campaign that included National TV, digital and social video, influencer programs, partnerships and experiential, JOAN created a real, but not real land that personifies the natural and flavorful essence of the brand. Full of towering trees, lush fields, thatched huts and babbling brooks, The Black Forest is a culture of ages past; an untouched community of friendly people content with their uncomplicated lives, wherein the gummies are, comically, integrated into every aspect.