iC Group Case Study

Jelly Belly: “Flavor Adventure”

Situation: Jelly Belly, the original gourmet jelly bean, competes with higher-end non-chocolate candies and needed to reverse negative sales trends in four key international markets. To do so, they launched a sweepstakes promo that aimed to build awareness among consumers and to get the sales force, brokers, and retailers more excited about Jelly Belly as a product in their portfolio.

How it worked:

• Sweeps shippers and counter cards were created for all markets -- consumers entered via tear-pad entry forms.
• To help build the brand, the promotion was centered on one of Jelly Belly's key attributes - flavor. Consumers were requested to indicate their favorite flavor on the entry, reinforcing the flavor aspect and providing valuable information to Jelly Belly corporate.
• The promotion was communicated in store and online via the Jelly Belly website. A trade promotion overlay offered a trip to each local Jelly Belly sales organization to award to a sales person or retailer.
• The sweepstakes offered consumers the chance to win trips to California, including a visit to the Jelly Belly factory outside of San Francisco (a tourist attraction visited by thousands of people each month).

Concept and creative was handled by Launch Creative Marketing, Chicago. iC Group managed the Sweepstakes administration across all four markets including promotion registration, rules and regulations, sweeps entry/winner administration and language translation services.