Black Forest

Creating an ownable world around a brand.

Black Forest

Black Forest Gummies are a delicious, all-natural gummy bear.

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?

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BLACK FOREST / BRAND TRANSFORMATION

So Juicy, Ja!

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.

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A world, discovered.

The 360 campaign was launched when high profile travel influencers “discovered” this new civilization, sharing with their followers on Instagram.

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And then we made it real...

Partnerships with travel sites showed their audiences how to “plan visits.”

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Blending fiction and reality.

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.

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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.

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