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
OUT OF HOME
Our favorite lovable creatures are here to remind you that kindness isn’t always beautiful. Mothman statues are placed in neighborhood benches holding an umbrella to provide park guests with shelter on rainy days, while motion-activated Cyclops animatronics politely opens the door for guests entering their favorite candy stores.
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.
A GUIDE TO ETIQUETTE BY BABY RUTH
Not every monster knows how to be sweet right away. Baby Ruth created a short guide to etiquette for all the mythical creatures out there who are puzzled by the rules and manners of human society. A few of these tips will be provided on the #UglyButSweet microsite, where fans will also have the option to order a complete physical copy.
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, write a love poem read by one of our sweet beasts, and get some quick tips on how to be on there “best behavior” at their next social gathering.
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.