THE BIG IDEA
Fortune Teller is a simple way to transform teens’ unique Gushers packs into their back-to-school fortunes. During late-night “programmed” times, teens could snap us a picture of their Gushers pack and receive a personalized peek into their future directly from one of our five influencers, turned fortune tellers.
HOW DID WE GET HERE?
With more snack choices on the market than ever before, loyal Gushers consumers were starting to cut back on purchase to try other brands. Additionally, the brand had been dormant in communications for several years and was in the midst of repositioning itself from a fruit snack to a candy. We needed to reconnect the brand with teens and get them to ask for one more box.
INSIGHT: No two packs of Gushers are the same. And this simple product truth has already piqued the interest of teens, prompting them to post pictures of the candy straight from the package and ask why they sometimes get “all blue” or “all red” or why they come all stuck together.
OPPORTUNITY: Tap into this existing behavior and link it to a primetime candy snacking occasion– the 10PM study break.
RESULTS: In just 5 sessions and without any paid media, we received more than 1.4MM impressions, 96,000 engagements, and 1,000 1:1 snaps with almost half of those referencing the product and wanting to buy more.