Gerrit J. Verburg Co. – a long-time retailer of internationally recognizable and notable vintage candies – tasked Pure Strategic to promote the return of their nostalgic brands: Black Jack, Beemans, and Clove chewing gums.
A thorough evaluation of the industry and competitive space uncovered many possibilities to create a new home for Black Jack, Beemans, and Clove. We identified online conversations already happening about the gums, focused on the nostalgia and the desire to share them with future generations, as well as speculation as to where the gums could be purchased. This presented us with a solid opportunity to give Vintage Gums a permanent online presence and digital re-introduction to put an end to any uncertainties that the gums are back for good.
Pure Strategic decided to utilize modern platforms to embrace the nostalgic-rich history of the brands. It was decided that we needed a digital hub where we could provide information about the gums, capture emails for the brand’s newsletter, and direct customers to the point of purchase. Also, with the wealth of the gums’ history available to us for inspiration, we wanted to make it easy for customers to share fond memories they have of the products in the past. While it was important to ensure that connection with past customers, we also wanted to generate opportunities and promote trial for new consumers.
- Establish a brand direction that suits the unique design, voice, and tone of Black Jack, Beemans, and Clove vintage chewing gums
- Design & develop a website that appeals to a broad range of consumers to show the history of the gums
- Capture visually compelling photography of the products that balance modernity with immediately recognizable vintage branding
- Stand up unique digital presences across four social media platforms using original content
- Develop an elaborate prospecting campaign through hyper-defined targeting on social media and the Google advertising network
For products with recognizable packaging such as Black Jack, Beemans, and Clove, capturing product imagery that catches the attention of a broad audience was essential. Throughout several photoshoots, our photography team staged and photographed every image that we used throughout our marketing and design efforts to reintroduce the brand, in a variety of styles that spoke to the timeless story and history of Vintage Gums.
In our focused efforts to develop an elaborate prospecting campaign that announced the return of Vintage Gums, we utilized targeted boosting on social media and created new branding efforts with design and photography. Branding efforts were tied into history and modernity, and Black Jack, Clove, and Beemans were reintroduced. Customers old and new in a wave of happy nostalgia turned a new page in Vintage Gums’ brand story.
Working with Pure Strategic has been a pleasure. Their knowledge of the industry is second to none and Chris and his team have went above and beyond on all of our requests. We have had Pure Strategic help us with the relaunch of our Vintage Gums - Black Jack, Clove, and Beemans. We began with a marketing campaign and them building a website to increase and drive traffic to educate the consumer of the rich history and provide them with a store locator to buy the product. Not only did they come up with a plan, they explained to us the importance of each step and educated us along the way to increase our knowledge of the social media and digital industry. Pure Strategic is full of great ideas for advertising campaigns and always execute them exactly as envisioned. We could not be happier that we chose Pure Strategic to work with for all of our marketing needs.
— Joe Foguth, Gerrit J. Verburg Company VP Marketing