Jolly Rancher remained the #1 fruity hard candy but was losing out on market share to its chewy, fruity competitors. The sad reality was hard candies were for grandma’s candy dish.

Jolly Rancher needed a fresh new image to feel relevant in a hyperactive teen culture. It was time to remind teens of Jolly Ranchers’ distinct flavors, reinvigorating their promise that there is joy in the ridiculous.

We started with the DNA of the brand and figured out a way to make that DNA work in culture, which led us to create an actual Jolly Rancher as the brand’s spokesperson.

“Time for a Flavor Ride” was born. The icon befitting of the hard candy’s iconic stature is a boisterous rancher who humorously hypes the beloved flavors and is tiny enough to ride a Jolly Rancher like a wild stallion.