Jelly Belly brought the world the 1st gourmet jelly bean brand, and were the first to send it even further – to outer space! Although Jelly Belly is a household name in America, the brand is a relative newcomer to China. In 2010 Great Works were chosen to help Jelly Belly re-define their brand positioning and to evolve their digital communication.
Great Works worked closely with both the client in the USA as well as their China distributor to gain meaningful consumer insights into the Chinese market. Great Works formulated a long term marketing strategy, delivering a corporate website, search optimization, social networking campaigns and brand monitoring services.
The corporate website
By getting to know the people we wanted to talk to, we discovered that there very much remained an inner child still keen to engage in fantasy. Great Works took this insight and created a Candy Park concept for the Jelly Belly China website.
When visiting the candy park, not only can you check out all the different Jelly Belly flavours, but you can create your own recipes by mixing your favourite beans together. To see what Jelly Belly chat is happening on the web you can check out the ‘Talk About Jelly Belly’ section. The site also offers games, e-cards and other down-loadable items to enjoy.