DOE Media Leads Annabelle’s Candy Co. to a Comeback Decades
in the Making through Amazon Debut and TikTok Virality
Founded in 1950 by Sam Altshuler, Annabelle’s Candy Company was inspired by his passion for confectionery and a desire to share his creations with the world. Carefully crafted with a commitment to using the finest ingredients and traditional candy-making techniques, the brand quickly rose to prominence and gained a loyal following. Today, it’s home to world-famous candy bars such as ABBA-ZABA, Big Hunk, U-No, LOOK!, and its signature offering, Rocky Road.
the challenge
In 2022, Annabelle’s Candy Co. was purchased by a private equity firm that partnered with DOE Media on previous brands. Brought in as a fractional CMO, DOE Media was tasked with assessing the state of the brand and developing a new marketing strategy.
This new strategy directly addressed the issues facing the company, which had brand recognition that spanned generations but found itself left out of today’s candy conversation due to its lack of a digital presence.
Legacy Branding:
Clinging to the original branding it had since its inception in 1950, Annabelle’s was in need of a refresh for its outdated visual identity.
Limited Online Presence
Despite being a globally recognized brand that you could still purchase in stores across the West Coast, Annabelle’s products were not being sold through official company channels on the world’s largest online marketplace: Amazon.
Social Media Invisibility
Annabelle’s fans were all over social media platforms, unfortunately the brand was not. Their lack of presence on platforms such as TikTok and Instagram impacted their ability to reach new customers or re-engage longtime fans who didn’t know where to find them.
To bring Annabelle’s roaring into the 21st century, DOE Media implemented a three-pronged approach that directly addressed each of the brand’s major challenges.
A LEGENDARY MAKEOVER
An iconic brand deserves an iconic facelift, and DOE did just that. We engaged with another local Chicago Agency, Gertrude, to revamp Annabelle’s entire brand and portfolio, from logos to packaging design.
This was just the beginning. Empowered with a new visual identity that paid tribute to the brand people knew and loved, we got to work giving their website a modern look and feel inside and out:
- Took control of the official brand URL
- Engaged in a Shopify rebuild, design, and conversion rate optimization
- Re-wrote all product descriptions and website information with SEO-friendly copy for better search results
ANNABELLE, MEET AMAZON
Empowered with a fresh new look, we set our sites on the Amazon Marketplace to make the official Annabelle’s account the only place to purchase their products:
- Launched Annabelle’s Candy Co. to Amazon for the first time ever
- Conducted in-depth keyword research to develop SEO-friendly product titles and descriptions
- Tapping in to our knowledge of consumer psychology, we introduced a new offering of 6-pack bars and mixed candy boxes to provide customers the opportunity to try different snacks and find their favorite one
DO YOU FOLLOW ANNABELLE?
DOE knew Annabelle’s had to debut on social platforms with a bang, so we did just that. With updated logos and brand facelift, a new organic content strategy, and the brand’s first official TikTok, it was time to get the people talking:
- Re-introduced Annabelle’s iconic brands to the world with a digital-first focus
- Engaged in a Shopify rebuild, design, and conversion rate optimization
- With a new look and fresh content, Annabelle’s was able to leverage trending moments while staying true to the brand’s values, re-igniting the love for Annabelle’s from longtime customers and bringing in new followers to the fold
It didn’t take long after implementing the new social strategy for fans to flock to Annabelle’s profiles and comment sections, confirming the people were still crazy about their iconic candy.
MARKETPLACE DOMINANCE
- Within weeks of launching on Amazon, the store was generating 5x the revenue of their website, confirming there was still a strong demand for the products and that our SEO techniques had provided quality search results.
- Customers were especially drawn to new offerings of mixed candy boxes and 6-pack bars, which facilitated sampling and increased sales.
- With modernized branding, updated descriptions, new products, and a competitive pricing structure, we were able to push out unauthorized sellers, ensuring quality control.
STEP ASIDE, ANNABELLE’S IS HERE
- Annabelle’s TikTok account gained over 14,000 followers in under two months
- Several organic videos went viral, racking up thousands, hundreds of thousands, and millions of views.
- Viral videos were filled with thousands of comments of fond memories for the brand.
- Newfound TikTok popularity brought awareness to the brand and drove customers to purchase through Amazon and the website.
- Positive customer feedback highlighted nostalgia and rediscovery for the brand, boosting sales for customers outside the West Coast who could only purchase the candy online.
EVERYBODY LOVES ANNABELLE’S
YOU DESERVE A SWEET TREAT
what's next?
Serving as their fractional CMO, DOE Media remains committed to helping Annabelle’s Candy Co. by continuing to grow their overall footprint and expanding brand awareness to all corners of the US through social media advertising. We’re also spreading the word about their revamped brand at in-person marketing events across the country.
Craving a sweet treat after reading this success story? We don’t blame you. Follow the link below to Annabelle’s official Amazon profile to purchase 6-pack bars or a mixed candy box with a special discount from us