TAKE5 is a remix of five classic flavors combined to create something new. Therefore, the brand looks to remix everything that it does and present a fresh perspective on the familiar. TAKE5 leaned into specific insights to create remixed experiences in relevant hot spots that introduced the target audience to the candy bar, represented the brand and would be memorable and share-worthy. TAKE5 set out to create multiple local share-worthy experiences and then turned these experiences into a message it could amplify to a national audience on a variety of social channels while gaining PR coverage along the way. The 2016 activations included remixed swag with The TAKE5 Swag Exchange, remixed the photo opp with TAKE5 Gov Wall, remixed the uber ride with TAKE5 Uber Remix and remixed the celebrity sponsorship with TAKE5 #Sponsored.

March: TAKE5 SWAG EXCHANGE: Remixed the value of swag at South by Southwest. Attendees traded in unwanted swag for stuff they ACTUALLY wanted. A custom algorithm valued the swag based on rarity.

May: TAKE5 #SPONSORED: Remixed the celebrity sponsorship by partnering with TAKE5 fan comedian Nick Kroll and being totally transparent about his fandom AND payment. Nick shared content and promoted the #Sponsored contest, a chance for fans to become #Sponsored too.

June: TAKE5 GOV WALL: Remixed Governor’s Ball music festival debris into a photo opportunity. TAKE5 took shipping containers left at the festival and challenged street artists to create five interactive vignettes perfectly sized for an Instagram photo.

June: TAKE5 UBER REMIX: Remixed the ride by partnering with Uber to sample bars and remix the familiar ride. TAKE5 took over Nashville, Denver and Seattle with a fleet of unexpected vehicles for consumers to experience.

Fastest growing candy bar in the category

46% sales growth

Grew awareness from 32% to 47%.

Grew Household penetration from 1.5 PTS to 5.0 PTS

12.5 Million Total EARNED Impressions

857 Million Total Impressions

7.7 Million Engagements

Sampled 1M+ TAKE5 bars