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In December 2011, Hershey’s Jolly Rancher brand launched its new product, the Jolly Rancher Crunch N’Chew, with a crowdsourced video contest. In collaboration with poptent.net (a creative online community specializing in crowdsourced creativity for international clients), a creative brief was passed on calling for entries to create Jolly Rancher Crunch ‘N Chew’s TV commercial. The brief asked to highlight the Jolly Rancher Crunch ‘N Chew product’s benefit: “chewy inside with a crunchy candy shell.”
Even if the surreal, and now viral, ‘Turtle’ spot was not selected in the top three videos (but still in competition to go on national TV), it has definitely caught the attention of the global geeky-viral community.
The ‘Turtle’ Jolly Rancher Crunch ‘N Chew video, with the “Eat the Rancher, not the Turtle” slogan, by Director Olivier Agostino for Weird Pictures, answers perfectly the brief and adds a certain geek appeal to the brand, creating the funniest crowdsourced vision ever.
Additional Image Source: Poptent