- Hi-Chew, the chewy candy that hails from Japan and has found a following within the U.S. with Gen Z and millennial consumers, introduced a mascot named Chewbie as part of a bigger marketing push, according to a press release.
- Chewbie is a plump, “ambiguous” character who is supposed to embody the Hi-Chew experience, the discharge said. The mascot, who speaks its own language referred to as Chewlish, will appear in marketing materials and on social media.
- In-person activations include Chewbie causing mayhem on the set of “Jimmy Kimmel Live!” next month. The brand has also planned a digital billboard takeover in New York’s Times Square on Oct. 17 and will likely be handing out samples at Baltimore Orioles and Chicago Cubs stadiums.
Chewbie, who has a big white body, yellow face and Hi-Chew baseball cap, was designed to appeal to existing Gen Z and millennials fans of the product while helping the brand reach a wider audience. The mascot was created by agency Gigasavvy.
“Hi-Chew has a dedicated fandom, so it was critical for us to preserve the candy’s unparalleled underground appeal while expanding to a broader market,” said Mitchell Fait, executive creative director at Gigasavvy, in an announcement.
Hi-Chew is produced within the U.S. by Morinaga America, a subsidiary of Morinaga & Co., the worldwide manufacturer of confectionary products that’s making headway into the U.S. market. The candy maker is constructing a second factory in North America to sustain with growing demand for Hi-Chew, which saw U.S. sales jump from $8 million in 2012 to over $100 million in 2021. The factory is predicted to be operational in 2027.
Mascots proceed to be a crucial a part of brands’ marketing tool kits. Their role has evolved with growth in digital marketing, social media and streaming. Pop-Tarts late last yr embraced dark humor with an edible mascot that was lowered right into a toaster to be cooked. Ahead of the Super Bowl this yr, Geico produced a mockumentary about its own gecko mascot.
In 2023, Hi-Chew partnered with Gigasavvy on a campaign that encouraged young consumers to embrace unique experiences and individuality in an effort to support the candy’s growing popularity.
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