How Red Vines is Gaining Even as Its Organic Social Reach Falls
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Founded 100 years ago, American Licorice remains an underdog in the candy industry, hugely outspent by giants such as Hershey Co., Mondelez International and Mars Inc. Making things even tougher for the maker of Red Vines licorice is the fact that its aggressive use of social media is not getting the same organic reach it once did because of policy changes by the likes of Facebook.
Michael Kelly, the marketer’s media and consumer communications manager, lamented the problem on Thursday during the Association of National Advertisers’ “Masters of Marketing” conference in Orlando.
But as the brand learned how to get more sophisticated, its Vine tactics gained more attention and broke through, he said. “We got to the point on Vine where we got such a reputation … that some of our partners like Regal theaters started to tag us in their own Vines,” he said.
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