OMFCC – Original Multi-faceted Consultant of Cool

To find new relevance for an old candy, we couldn’t just do a traditional campaign. Instead, we did a recruitment drive for a unique brand ambassador: The Original Multi-Faceted Consultant of Cool – a search that drove huge engagement, participation, influence and ultimately, reappraisal of the brand. Consumers became the stars of the campaign that lived online, with a grand finale on MTV – driving huge reach, and getting Halls into the top candies list in South Africa for the first time in its centuries-old history.