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UNREAL

EAT IT, MARS.

Unreal Candy was entering some treacherous and unwelcoming territory – taking on the well-established candy giants with a product made of real and natural ingredients. To make matters more daunting, Unreal needed to gain market share during Easter – the key candy purchasing season – when the megabrands spend their megadollars.

We figured if the easter bunny knew he’d (she’d?) been delivering candy full of junk all these years, it would feel pretty lousy. So much so that he’d hop on a nationwide apology tour and try to make amends. 

THE APOLOGY TOUR

After drafting an apology letter press release, we created easily shareable videos with celebrities and went guerilla style with orchestrated events, chronicling it along the way. USAToday called it the best holiday advertisement of our time. 

SOCIAL VIDEOS

We leveraged celebrity endorsers including John Legend, Jillian Michaels, Cam Neely, and some guy named Tom Brady to help tell our story. And told it over 150,000 times on YouTube.

EVENTS

The Easter Bunny Apology Tour hit New York City where dozens of bunnies distributed apology letters, carried sorry signs, rode through town on a double-decker London bus, and of course, handed out Unreal Candy.

SOCIAL MEDIA

The Bunny Tour was tracked on social media channels while consumers were driven to a sorrybunny.com website to purchase and find retail distributors. 

PRESS AND PUBLIC RELATIONS

The campaign generated over 150 million impressions through print, digital and broadcast media and was featured on everything from ESPN to CBS to the Perez Hilton blog. 

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