Sugus, the brand of authentic chewy candies for kids, had not communicated for a long time, becoming irrelevant for its forever changing target, children.
The core mission of the brand Sugus is to support kids’ ways of having fun, so we needed to redefine „fun” for nowadays digitalized children and speak on their language.
Vlogging is the new media channel for kids nowadays, as their lives revolve around digital video content. Their favorite entertainment is watching the most-popular vloggers and try copy them.
Sugus launched Rock the Vlog campaign, which encouraged kids to be authentic by creating their own #supermegaextradifferent video content and not just be followers of their vlogging idols – but surpass them!