The snack and candy market is packed—literally and figuratively. With every holiday, seasonal spike and limited-edition launch, the shelf space gets more crowded, and the marketing noise gets louder.
For brands that aren’t churning out new products every quarter, the challenge is clear: How do you stay relevant when your SKUs are the same, but consumer expectations are changing?
For snack and candy companies, the answer lies in strategic storytelling. With the right PR strategies, even a product that’s been around for decades can feel fresh, culturally relevant and newsworthy. And as you’ll see, sometimes it’s not about what’s new—it’s about what’s been there all along.
Case in Point: How Haribo Still Gets Headlines
The Challenge
Haribo, a candy brand with a legacy spanning more than a century, wasn’t struggling with product innovation. It was struggling with perception. Even in “the happy world of Haribo,” how do you get people talking about a brand they already know—and love—without any shiny new product to promote?
The Solution
Motion’s PR strategy for Haribo centered on three key tactics to elevate the brand’s presence in the U.S. market:
- Nostalgia-Driven Storytelling: Highlighting Haribo’s playful, iconic products as everyday treats that bring childlike happiness to all ages
- Seasonal and Cultural Relevance: Positioning Haribo as a go-to treat for key holidays and seasonal moments, from Valentine’s Day to Halloween, through targeted media outreach and consumer-facing content
- Building Retailer Visibility: Reinforcing Haribo’s retail presence through targeted trade media outreach focusing on product innovation and market expansion to capture retail buyer interest
The Results
The PR strategy delivered impactful results across key media channels:
- 477 million media impressions through more than 2,500 placements, spanning national, local and trade publications
- 15.5 million broadcast impressions from a holiday blitz targeting key local markets
- Retail media coverage emphasized Haribo’s market growth, positioning the brand as a category leader and a key partner for retail buyers
Three PR Strategies Your Brand Should Use Today
1. Nostalgia-Driven Storytelling
If you’re not leaning into nostalgia, you’re losing out on some amazing stories. For candy and snack brands, nostalgia is everything. The ’80s and ’90s are still culturally relevant—think neon colors, retro branding and commercials that practically scream “Saturday morning cartoons.” And as Gen Z comes of age, the memorable 2000s are where “new” throwback campaigns can be found.
Why does it work? It’s simple: When you invoke the happy moments of a customer’s past, you:
- Leverage long-term, multi-generational brand loyalty
- Gain significant returns with minimal new product investment
- Create shareable content that can be maximized in today’s “viral” social landscape
2. Seasonal and Cultural Relevance
When your product lineup feels static, a calendar can be your best friend.
Seasonal events and cultural moments keep your brand in the conversation, from nostalgia-packed summertime candy stands to grab-and-go snacks during back-to-school season. And during key moments like Valentine’s Day, Halloween and wintertime holidays, even classic treats can be reimagined with limited-edition packaging or seasonal recipes.
What are some of the easier lifts that can generate big returns? Why not try to:
- Identify upcoming events, holidays and cultural trends that align with your brand.
- Pair your product with emerging trends or unconventional uses (e.g., candy-infused cocktails for summer gatherings).
- Highlight consumer stories that incorporate your products in unique, creative ways to make them part of your brand’s memory.
3. Building Retailer Visibility
PR isn’t just about consumer impressions—it’s also about reinforcing your brand’s credibility with retail partners. When retailers see momentum, they’re more likely to commit to increased shelf space and promotional support. But to create that perception of momentum, your messaging needs to focus on the themes that matter most to both consumers and buyers.
Here are some proven themes that can drive both shelf space and word-of-mouth marketing:
- Sustainability: It’s not just about going green; it’s about showing that your choices align with what today’s consumers and retailers care about.
- Product Innovation: Even the most classic products can evolve to meet modern demands without losing what made them iconic in the first place.
- Supply Chain Transparency: Retailers and consumers want to know where products come from and how they’re made. Honesty can be a game-changer.
- Authenticity: Your brand’s story and values matter more than ever—and people can spot a brand that’s just talking the talk.
For snack and candy executives, it’s about how you position your brand as a strategic, credible partner to retail buyers. This is where thought leadership becomes more than just a buzzword. It’s a premium platform for conveying a forward-thinking vision that retailers can get behind—and that’s what leads to sales.
What You Can Expect from a Modern PR Partner
If you’re shopping for PR support, it’s not just about grabbing attention. It’s about finding a partner who knows how to turn your brand’s story into strategic moments that drive real impact, from consumer conversations to retail buy-in.
Here’s what a strong PR partner should bring to the table:
- Finding the Right Opportunities: Teams that can spot strategic moments to stay relevant—even when your product lineup isn’t changing.
- Connecting the Dots: Partners who can align PR efforts with social media, content marketing and digital advertising for a unified message.
- Keeping Retailers in Mind: It’s not just about what consumers hear—it’s about what retailers need to see to justify giving you more shelf space.
- Measuring What Matters: PR that goes beyond the hype, linking efforts to tangible business outcomes, from media impressions to increased sales.
Even the most timeless brands need fresh ways to stay in the spotlight. The good news? The stories are already there. You just need the right partner to help you tell them.
At Motion, we don’t just generate buzz—we create strategic narratives that keep legacy brands culturally relevant, consumer-focused and retailer-ready.
If you’re ready to find the sweet spot between what your brand stands for and what the market wants to hear, let’s connect. Because at Motion, we believe that with the right PR strategy, even a gummy bear can become a headline.
