INSIGHT: Baby Ruth is a classic American candy bar that has been around for almost 100 years. While it remains a staple in the candy industry, its chunky shape, unchanged product line, and lack of brand presence have kept it far from the modern consumer’s mind.

SOLUTION: Baby Ruth may not be the best-looking candy bar in the aisle, but it’s still sweet. With some help from some famously “ugly” creatures, Baby Ruth can take ownership of its unique shape and prove to customers that beauty isn’t always everything.

Art Direction: BriElle Munizzi
Copywriting: Cara Hanson

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PRODUCT INNOVATION & POS: SWEET UGGOS

Sweet Uggos is a line of soft and sweet friends inspired by classic mythological creatures. They may not fit the classic definition of “cute,” but they’re sure to warm the hearts of those who appreciate unconventional love.

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MICROSITE

The Baby Ruth #UglyButSweet microsite is a quirky, fun space where consumers can share in the joy of ugly love. Users can learn more about Baby Ruth’s mysterious history, buy a furry friend for their loved one, write a love poem read by one of our sweet beasts, and share their own stories of of unusual romance.

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SOCIAL MEDIA

Baby Ruth knows love isn’t always perfect — which is why they’re inviting their fans to share their own stories of ugly love through the brand microsite or by using #UglyButSweet. Baby Ruth will spotlight their favorite crazy stories on their various social media accounts.

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