Make Happy
How do you turn a century old boxed chocolate company into a challenger brand? We started by focusing on the emotional benefit. The fact that when you give chocolate to others, it doesn’t just make them feel good, it makes you happy, too.
Problem
Russell Stover was “grandma’s chocolate.” We needed to modernize the brand and bring it into popular culture in order to regain attention and purchase consideration.
Insight
The Little Acts of Generosity Make Life Sweeter. To reinvent the brand, we positioned Russell Stover as a gifting company, centering our strategy around the importance of giving and how it feels to be a gifter.
Solution
Make Happy. We launched “Make Happy,” the brand's first national creative campaign in more than 20 years, to celebrate the joy that comes with bestowing a gift of Russell Stover chocolates to a friend or loved one.
Press
Make Happy
Virtual Easter
Keeping traditions alive in quarantine is nothing but a challenge. So in the spirit of Easter, we created The Great Bunny Hunt - an online search for America’s #1 Bunnies.
Virtual Hugs
What do you do when a pandemic hits and social gatherings are off the table? Gift the world with virtual hugs, of course.
