The Miller Group

The Miller Group

Client

  • Annabelle Candy Co.

    Independently owned candy bar manufacturer that produced the following traditional candy bars: Abba-Zaba, Rocky Road, Rocky Road Mint, Rocky Road Dark, Big Hunk, U-NO, Look.

    Case Study

    Real Kids. Real Results.

    • The Challenge

      In 1992, first-time advertiser Annabelle Candy Company gave us three challenges: define the brand, connect with the consumer and be efficient with media spending.

    • The Solution

      We rolled out a regional campaign on MTV, reaching our 12-18 year old target. The spots featured testimonials with real kids. It was a simple, but powerful idea that endeared viewers immediately.

      Later, we produced an outdoor campaign that created unprecedented sales and distribution, followed by an innovative public relations campaign that had radio disc jockeys talking up Annabelle's retro bars.

    • The Results

      Today, Annabelle's regional favorites, Big Hunk, Abba Zabba and Rocky Road, compete successfully against national giants like Nestlé, Hershey's and Mars.