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Best Announcement/News Release
To unveil new flavor, Jelly Belly goes multimedia
The candy maker’s employees created graphics, took professional photos, and made behind-the-scenes videos to officially launch its draft beer flavor.
is a household name (thanks in part to some very prominent fans), but it isn’t a huge company. It has fewer than 1,000 employees, and an internal PR staff of only three people: Tomi Holt, Jana Sanders Perry, and Joanie Simms.
That makes the company’s accomplishments with the launch of its new draft beer flavor all the more impressive. The flavor sold out on JellyBelly.com
within five days of launching. It sold out in five company-owned stores in two weeks. Inventory had to be rationed. It was a massive hit.
One may attribute that to the flavor itself: Beer is always an enticement. But the multipronged campaign the PR team came up with was a big factor, too. Its mix of video, graphics, photos, and social media make it the winner of PR Daily’s 2014 Social Media Award for Best Announcement/News Release.
A behind-the-scenes video shows how Jelly Belly’s candy technicians matched the flavor and color of beer. It’s been viewed nearly 40,000 times. Photos of the candy in pint glasses (to make it look like beer) were a smash hit on Facebook
, particularly with men. Teaser posts reached nearly 750,000 people. Graphics showing how to make drink “recipes” using the beer flavor and other Jelly Belly flavors added to that reach.
Draft beer was one of Jelly Belly’s biggest product launches ever, and the three-person PR team most definitely played a part in making that happen.