Bringing Candy to Life with Custom Crafted Mascot
CHALLENGES SOLVED: Market Expansion / Brand Loyalty / Brand Soul
Insight
In a crowded $16B candy market, HI-CHEW® has grown to $100M in sales —but to hit their newly established targets, the brand must expand its U.S. presence without losing its cult appeal.
Idea
Introduce a quirky, lovable mascot—Chewbie—as the playful face of HI-CHEW®, then launch with a “live” social stunt and strategic PR to energize fans and spark widespread buzz.
Impact
Chewbie burst onto the scene as HI-CHEW®’s official mascot with a high-impact national debut, fueling fan excitement, media buzz, and continued growth in sales and distribution.
