Rapunzel
sugarbear
The Challenge
SugarBearHair needed to distinguish its brand in a crowded market with a unique challenge: tell engaging stories about its products to not only capture but also retain the attention of a diverse audience. The goals were to enhance brand visibility by appealing to new demographics and deepen engagement with existing customers, ensuring the narrative conveyed both the effectiveness and the science behind SugarBearHair in an entertaining format. The key was to blend branded content with entertainment seamlessly, making the message resonate authentically with viewers.
The Solution
Revitalize the classic tale of Rapunzel with a modern twist to creatively highlight the benefits of SugarBearHair gummy vitamins. The campaign featured a series of humorous videos depicting Rapunzel's amusing attempts to adapt to city life, emphasizing the product's accessibility and effectiveness. This approach not only engaged audiences but also effectively expanded the brand's reach and strengthened customer connections through interactive social media engagements.
Modern Rapunzel Narrative
We introduced "Rapunzel's Downfall," a storyline where the once-captive princess now explores modern-day New York City. Freed from the tower because Dame Gothel discovers the benefits of SugarBearHair, Rapunzel encounters the realities of a world where beautiful hair is accessible to everyone through daily gummies.
The narrative infused humor and relatability as Rapunzel navigated everyday challenges—like using public transport or styling her hair in a tiny apartment—highlighting the convenience and effectiveness of SugarBearHair.
BUYING A TOWN
Digital Home Run
