Making moments sweeter for Gen Z

Challenge

We were tasked with modernizing the 120-year-old brand’s equity to be more relevant and focused on togetherness during special occasions year-round. 

Insight

Millennial and Xennial parents aim to create family traditions, but overwhelming holiday expectations will often get in the way of true connection. We needed to reintroduce Brach’s to young parents and remind them of how delicious true connection can be.

Solution: Sweet tradition revamped

Brach’s brings people together in simple moments that make the holidays sweeter and more meaningful. With campaigns around Valentine’s Day, Easter, Halloween, and Christmas, the #1 seasonal sugar brand reminds consumers that connections come in the simplest form.

We crafted content across production tiers, from lo-fi to hi-fi. From OLV to social media assets to audio ads, BarkleyOKRP ensured Brach’s spread the sweetness across channels that younger consumers were tuning into and engaging in.