WES & WAN
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Jolly Rancher "Keep on Sucking"

Jolly Rancher "Keep On Sucking"

When we pitched Jolly Rancher, the team first agreed on one thing: we had to figure out a way to get “suck” into the tagline. 

The campaign was built around a set of characters designed by our friend Kevin Lyons, updating JR’s dated clipart-style logo and branding. The work would center around these little guys, each representing an iconic Jolly Rancher flavor.



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Clearly, we focused on the suckiness of the candy (its main differentiator in a category dominated by Starbursts and Skittles). But the characters had to suck too.

They suck at advertising. They suck at life. They remind you why you need candy: because sometimes when life sucks, you’ve just gotta suck right back.



The characters proved to be super adaptable to cultural events, which keeps conversation going. Eventually Anomaly hired a full time animator to react to current events in real time.

Since, you know, we suck, we always have the perfect person to make fun of: ourselves.



And the people agreed. The tagline and the toons turned out to suck just as much as we’d hope they would.