Social Media in the Candy Industry

SPI Group is fortunate to be a member of the AACT, the American Association of Candy Technologists. We attend local dinner meetings, and enjoy listening to speakers, such as Michael Kelly, consumer communications manager at American Licorice.

For candy fans like us, Red Vines and Sour Punch are familiar American licorice products…..Red vines are a staple for nights at the movie theater! Michael’s talk detailed how American Licorice uses Facebook ads, Twitter, and other techniques to gain brand awareness with consumers. Michael has been creative and resourceful, resulting in rapid growth of their fanbase, creation of brand advocates and delivery of customer-specific marketing programs.

Traditionally, brands with the largest budgets command the greatest influence. As a family-run company competing in an industry dominated by 4 large global companies, American Licorice has learned firsthand how social and mobile marketing can be used to level the playing field, allowing companies with a modest budget to have a strong voice! Michael’s talk showed us how the most creative ideas and best content can earn just as much attention as a company with a large advertising budget!

At SPI Group, we’re starting our journey into the world of social media with a little blog……stay tuned for what’s coming next….leave a comment or contact us to let us know what you think!