Untitled Document

Courting Favor with Flavor 

A household name among older consumers thanks in part to President Ronald Reagan’s devotion to the brand, Jelly Belly needed to sweeten the pot with a new generation to regain its place as pop icon and drive sales.

Enter BeanBoozled, a gamified version of the classic candy that put favorite flavors like buttered popcorn and berry blue alongside barf-inducing imposters – think rotten egg and booger. We just needed some adventurous players and to find them, 360 challenged our friends at the country’s top morning and daytime shows! The icing on the cake was a private tasting of the newest edition of BeanBoozled with media and influencers at an event hosted by SNL’s Aidy Bryant.

We’ve continued the buzz with carefully choreographed launches, newsjacking and seasonal moments, serving an array of Jelly Belly products in unexpected ways. For National Best Friend Day, we sent celebrity BFFs matching packages with customized tattoos and friendship bracelets to launch Jelly Belly’s Recipe Mix, including the new PB&J flavor, because the BFFs go together like Peanut Butter & Jelly.

With widespread media attention in outlets like Buzzfeed, Refinery 29 and Mental Floss and social buzz, Jelly Belly has achieved newfound fandom and sales success.


For more information contact 360PR+.