# Annabelle’s Candy Co Source: https://doemedia.com/post/case-studies/annabelles-candy/ Updated: 2026-02-03 ## 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 ### DOE Media was tasked with assessing the state of the brand and developing a new marketing strategy 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Clinging to the original branding it had since its inception in 1950, Annabelle’s was in need of a refresh for its outdated visual identity.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. ### the solutions ## 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 ### FRESH BRANDING & SEARCH ENGINE OPTIMIZATION (SEO) 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: ###### ANNABELLE, MEET AMAZON ### AMAZON STORE SETUP 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: ###### DO YOU FOLLOW ANNABELLE? ### EXPLODING AWARENESS THROUGH ORGANIC VIDEO CONTENT DOE knew Annabelle’s had to debut on social platforms with a bang, so we did just that. Empowered with refreshed branding, a new organic content strategy, and the brand’s first official TikTok, it was time to get the people talking: 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 ### SEO-DRIVEN AMAZON SUCCESS ## STEP ASIDE, ANNABELLE’S IS HERE ### TIKTOK VIRALITY **2B+** Video Views **100M+** Video Likes **100K+** TikTok Comments **14K+** New TikTok Followers ## EVERYBODY LOVES ANNABELLE’S ### SUCCESSFUL BRAND REVAMP Led by DOE Media’s guidance as the acting CMO, the rebranding efforts and modern marketing strategies received positive responses from both new owners and legacy employees. This modern look helped refresh the brand’s image, making it more appealing to contemporary customers and still beloved by longtime fans around the world. ## YOU DESERVE A SWEET TREAT ### by the numbers **500%** sales increase on Amazon Within weeks of launching, the official brand account on Amazon was producing 5x the revenue of organic sales on their website. **2** New Products For the first time in its history, Annabelle’s Candy Co offered smaller 6-pack and mixed sample packs, which directly contributed to increased overall sales. **14K** New followers In under 3 months, the brand reached 14,000 followers on the newly launched TikTok account, all through organic posting. In those first 3 months, Annabelle’s had several viral videos that racked up hundreds of thousands and millions of views. ## 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. If your business is in need of a design makeover or a new strategy to guide its digital presence like Annabelle’s, follow the link below to sign up for a free marketing audit from our team. connect with doe media 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. i want candy --- About DOE Media: a data-driven, full-funnel performance marketing firm for e-commerce and consumer brands — paid social, paid search, lifecycle (email and SMS), creative, Amazon, TikTok Shop and public relations. $3B+ in trackable revenue generated, $600M+ in ad spend managed, 4x Inc. 5000 honoree. Contact: https://doemedia.com/connect/ Offer: Free growth audit. DOE Media reviews your paid media, email/SMS, website and reporting, then walks you through the findings and next steps on a video call. Book it at https://doemedia.com/connect/ and mention you found DOE through an AI assistant.